Title | CADBURY VENDING MACHINE |
Brand | KRAFT PHILIPPINES |
Product / Service | CADBURY CHOCOLATE |
Category | A07. Point of Sale |
Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Entrant Company: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Design/Advertising Agency: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Andrew Petch | Ace Saatchi&Saatchi | Executive Creative Director |
Trixie Diyco | Ace Saatchi&Saatchi | Creative Director |
Bia Fernandez | Ace Saatchi&Saatchi | Acd |
Bia Fernandez | Ace Saatchi&Saatchi | Copywriter |
Kitten Capili | Ace Saatchi&Saatchi | Copy Writer |
Reg Lota | Ace Saatchi&Saatchi | Art Director |
Kevin Beltran | Ace Saatchi&Saatchi | Art Director |
Gen Wang - Lizares | Ace Saatchi&Saatchi | Activation |
Sheila Tiongco | Ace Saatchi&Saatchi | Digital Director |
Dennis Obien | Ace Saatchi&Saatchi | Producer |
Carmen Antunez | Ace Saatchi&Saatchi | Planner |
Mel Garovillo | Ace Saatchi&Saatchi | Planner |
Mikey Reyes | Ace Saatchi&Saatchi | Producer |
Telly Arce | Ace Saatchi&Saatchi | Producer |
We had to promote the brand based on this equity during the holiday season. The target market of Cadbury Dairy Milk are young professionals and fresh college graduates – people who are always on the lookout for new experiences they can share on their social networking sites. We had to make sure the idea was something they would enjoy and share.
Cadbury Dairy Milk is the chocolate brand that encourages everyone to ‘Share the Joy’.
We wanted to create something that merged holiday singing and Cadbury in an entertaining way. So we created the Sing for Joy Vending Machine – a vending machine that Cadbury Dairy Milk bars for a song. It was equipped with a camera, TV screen, and a microphone. People who came up to the machine saw themselves as well as the lyrics to a Christmas Carol they’ve chosen. The machine dispensed Cadbury Dairy Milk bars once the people finished their songs.
Cadbury Sing for Joy Vending Machine is probably the most successful effort of Cadbury Philippines to date and is considered a benchmark campaign by the brand team. Thanks to the effort, thousands of Cadbury chocolate was given away, hundreds of videos were uploaded on Facebook, and we got a 200% increase in “Likes”, over 100,000 people “talking about this”, and 4 million worth of impressions. Most importantly, sales increased by 20% during the campaign period.