SHARE THE JOY

Short List
TitleSHARE THE JOY
ClientCADBURY
Product / ServiceDAIRY MILK
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company:DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Sales Promotion/Advertising Agency:DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND

The Brief

After some strong competition from a local brand, New Zealanders had fallen out of love with Cadbury. To remedy this they asked us to create a campaign that kiwi’s couldn’t help but love. We wanted to remind New Zealanders what chocolate is all about - joy. Because joy means different things to different people, we decided to conduct a year-long experiment to capture as many different interpretations of joy as we could by creating an integrated campaign that spread joy across the country through multiple experiences.

Describe how the promotion developed from concept to implementation

At experiential events and online, people could experience joy first-hand. TV & PR amplified reach and got the movement into our collective consciousness, while press and radio drove traffic to events. Each element fed into the others to create environments where people could engage at any level, by participating, producing, sharing or just watching. First, a nationwide experiential campaign brought real moments of joy to the country. Once we’d held multiple events, people started sharing their own moments of joy on our website.

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

Over 3 million people were involved with making, watching or sharing the campaign. Over 150,000 people experienced an event with between 83-100% reporting feeling more joyful as a result of the experience. PR coverage earned an accumulative media reach of over 8 million and over 700,000 people watched the campaign online. We managed to maintain Cadbury Dairy Milk’s share while increasing the retail price by 12% and sales lifted between 16-27%. Enjoyment was 25% above the average campaign, there was a 15% increase in love scores and a 25% increase in buy most often.

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

Then we used sounds and videos that we had discreetly recorded at events combined with the consumers’ videos to create a song, composed by Grammy-winner Bobby McFerrin. The song was released as a TV campaign and music video. Finally, consumers could create, and star in, their own music videos using our online Joy Mixer, then share it with friends who could add themselves into it. 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. Share the Joy is a nationwide project that created a piece of music made entirely from the sounds of New Zealand's joy.

Credits

Name Company Position
Toby Talbot DDB Group New Zealand Group Executive Creative Director
Aaron Goldring DDB Group New Zealand/RAPP Tribal Creative Director
Steve Kane DDB Group NZ/Mango Creative Director Experiential
Dave Brady DDB Group New Zealand/RAPP Tribal Creative Director
James Conner DDB Group New Zealand/RAPP Tribal Art Director
Christie Cooper DDB Group New Zealand/RAPP Tribal Copywriter
Andrew Fraser Cadbury/Kraft General Manager of Marketing NZ
Greg Jones DDB Group New Zealand/RAPP Tribal Project Manager
Sarah Jones DDB Group New Zealand/RAPP Tribal Account Director
Andy Robilliard DDB Group New Zealand/RAPP Tribal Project Management
David Reid DDB Group New Zealand/RAPP Tribal Art Director
Stephen Anderson DDB Group New Zealand/RAPP Tribal Copywriter
Dov Tombs DDB Group New Zealand/RAPP Tribal Senior Producer
Jason Vertongen DDB Group New Zealand/RAPP Tribal Lead Digital Designer
Judy Thompson DDB Group New Zealand/RAPP Tribal Head of TV
Chloe Sutherland DDB Group New Zealand/RAPP Tribal Producer
Lucinda Sherborne DDB Group New Zealand/RAPP Tribal Planning Director
Thinza Mon DDB Group New Zealand/RAPP Senior Planner
Claudia Macdonald DDB Group New Zealand/Mango Head of PR/Experiential
Amani Peleti DDB Group New Zealand/Mango Event Director