Results and Effectiveness

Absolute sales volume increased by 27% 62% cost savings on advertising dollars spent Increased fans on Facebook by 386% (from 9,791 to 37,791) $9000 worth of direct sales negotiated by agency through Barter Delivering savings of more than $40,000 (ROI 2:1) through OOH Barter deal Negotiated free production for 40 different bus stop creatives 3.62% CTR (52,258) clicks on Facebook & online banners 144 million impressions on Display banners 120% increase in shares to friends through the new Facebook App 18x increase in interactions on the Facebook Page Media First featured in Campaign Asia & Marketing Magazine

Creative Execution

Affinity & Advocacy We coined ‘Shioklaty’, a combination of ‘Shiok’ and ‘Chocolaty’. Shiok is the slang for Amazing. Hence “Shioklaty Moments!” reads “Amazing Chocolate Moments!” We involved our Facebook fans with a Shioklaty application that crowd-sourced pictures & comments on what makes Bubbly so Shiok! 640 fans used the Shioklaty application. 40 winners’ pictures & comments featured online using Smart Versioning (Media First-FMCG) banners that randomly select submitted pictures from the Shioklaty application onto these banners. These pictures were also featured on bus stop posters enabled through barter deal. Posters were strategically placed in the vicinity of the winner’s residence, thus stimulate conversations. Touch-points driving to online Using cable, lift advertising at office & retail buildings and cinema to drive consumers to Facebook and participate in Shioklaty. A Polaroid Camera was the grand prize for our winners to further capture their Shioklaty moments of joy and share them on Facebook.

Insights, Strategy and the Idea

Introduction: Accelerate purchase frequency in a price sensitive market and launch new product, Cadbury Dairy Milk Bubbly. Overcome Bubbly’s higher pricing through affinity & advocacy to break the price barrier. Insights to A25-44 Years: >Chocolates are bought on impulse; reminders at touch-points during their waking hours. >Refer to advertising to learn about new products; focused on high reach channels. >Spend most of their time Online & on Facebook; social platform has most potential to build affinity and advocacy. >Spend a lot of time travelling on public transports especially buses (60% reach) Strategy >Integration of media channels to connect with target audience at various times of their day to frequently remind them to purchase chocolates. >Amplified Cadbury’s brand positioning of Share the Joy by inviting our target audience to share their moments of joy, actively engaging them in conversations that heighten their love for the brand, breaking the price barrier.