The Brief

Cadbury Dairy Milk is the chocolate brand that encourages everyone to “Share the Joy”. We had to promote the brand based on this equity during the holiday season. The objective was to get as many of our target consumers to try the chocolate, share their chocolate experience in way that is engaging and interactive.

Creative Execution

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. The promotion was most relevant because it gave its market precisely that. During the campaign, hundreds of videos were uploaded to Facebook, thousands of chocolates were given away, and our Facebook Fan Page got almost a 200% increase in likes and 4 million worth of impressions.

Describe the creative solution to the brief/objective.

Cadbury Dairy Milk is known worldwide for their line “Share the Joy”. For the holiday season, what better way to “Share the Joy” than sing? We created the Cadbury Sing for Joy Vending machine –the first vending machine that accepted not money, but singing. It enabled consumers to pick a song, sing along with the music and lyrics that appeared over a live video of themselves onscreen. At the end of each song, the machine dispensed a Cadbury bar.

Results

During the campaign, , 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.