Brief Explanation

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.

The Brief

Cadbury Dairy Milk is the chocolate brand that encourages everyone to ‘Share the Joy’.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.