The Brief

New Zealanders are renowned for they upbeat attitudes, but a series of disasters around the country over the past year have been rather sobering. As a company that literally sells little moments of joy, Cadbury wanted to remind their main target, families, that they could still find joy in the everyday without looking like we were capitalizing on the nations tragedy. We knew that watching it on a screen wouldn’t be enough; we needed people to feel the joy face-to-face. We needed to create a promotion the whole country would be involved in.

Describe how the promotion developed from concept to implementation

In the height of the summer, we gave Aucklander's their very first white Christmas by making a giant snow globe, then adding snow machines to make it seem like it was constantly being shaken. While the temperatures outside were sweltering, inside the public could take a Cadbury Diary Milk sample off the tree and cool off in the snow. Wrist bands with the campaign URL were handed out to direct people to the website where they found videos and photos of themselves in the snow globe and were inspired to upload their own moments of joy and win $5000.

Describe the success of the promotion with both client and consumer including some quantifiable results

In just 12 days we had over 35, 000 visitors inside the snow globe, with more than 126,000 spectators outside and visits to the website went up 500%. The snow globe changed our target‘s perception of the brand with close to 50% of them feeling more positive toward Cadbury after visiting it. And we maintained Cadbury Dairy Milk’s share while increasing the retails price by 125 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.

Explain why the method of promotion was most relevant to the product or service

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 Aucklanders who wouldn’t experience it otherwise? There were two parts to the promotion, firstly, sampling at the event, which reminded consumers how much they loved Cadbury Dairy Milk and added to the joy of the experience. Then the online promotion enabled everyone to take part and encourage consumers to spread the campaign via word-of-mouth.