| Title | SNOWGLOBE |
| Brand | CADBURY |
| Product / Service | DAIRY MILK |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Entrant Company: | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Advertising Agency: | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Media Agency: | CARAT NEW ZEALAND Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Toby Talbot | DDB Group New Zealand | Group Executive Creative Director |
| Steve Kane | DDB Group New Zealand/Mango | Creative Director |
| Dave Brady | DDB Group New Zealand | Creative Director |
| Aaron Goldring | DDB Group New Zealand/RAPP Tribal | Creative Director |
| Christie Cooper | DDB Group New Zealand | Writer |
| Joe Hawkins | DDB Group New Zealand | Writer |
| James Conner | DDB Group New Zealand | Art Director |
| Andy Robilliard | DDB Group New Zealand | Producer |
| Judy Thompson | DDB Group New Zealand | Head of Television |
| Chloe Sutherland | DDB Group New Zealand | Producer |
| Dov Tombs | DDB Group New Zealand/RAPP Tribal | Producer |
| Greg Jones | DDB Group New Zealand | Account Supervisor |
| Keri Aves | DDB Group New Zealand | Account Supervisor |
| Andrew Fraser | Cadbury/Kraft | Advertiser's Supervisor |
| Jessica Nikora | Cadbury/Kraft | Advertiser's Supervisor |
| Lucinda Sherborne | DDB Group New Zealand | Planning Director |
| Thinza Mon | DDB Group New Zealand | Planner |
| Dan Stoneham | DDB Group New Zealand | Planner |
| Amani Peleti | DDB Group New Zealand/Mango | Event Director |
| Claudia Macdonald | DDB Group New Zealand/Mango | Head of PR/Experiential |
In just 12 days we had over 35,000 visitors inside, with more than 126,000 spectators outside and visits to the website went up by 500%. The snow globe changed our targets' perception of the brand with close to 50% of them feeling more positive to Cadbury after visiting it. And we maintained Cadbury Dairy Milk's share while increasing the retail price by 12% as sales lifted between 16-27%. All the top New Zealand media outlets covered the story, gaining over $300,000 worth of earned media with a reach of more than 4 million.
In the height of summer, we created a white Christmas by making a giant snow globe. We added snow machines so it looked like it was constantly being shaken. The snow globe travelled to three of Auckland's most popular family parks over the 12 days leading up to Christmas. PR and an on-going radio partnership drove awareness of the event. While temperatures outside sweltered, inside the public could take Cadbury Dairy Milk chocolates off the tree and cool off in the snow. Wristbands with the campaign URL directed people to the website where they could find videos and photos of themselves in the snow globe and upload their moments of joy.
A series of experiential events was at the heart of Cadbury's Share the Joy campaign. Every event was designed to give New Zealanders spontaneous moments of joy. To kick it off, we needed to create a marquee event in Auckland, our biggest city, that would ignite the feeling of joy in the hearts of the main target audience of families. To inspire this emotion, we needed to create an event that defied reason and rationality. The last time it snowed in Auckland was in 1939 and it's never snowed there at Christmas. Cadbury Dairy Milk delivers moments of joy every day through its chocolate. What better way to amplify the brand than to bring the joy of a white Christmas to a city that's never had one?