Results and Effectiveness

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.

Creative Execution

We conceptualized and built the Cadbury Sing for Joy Vending Machine – the first vending machine that accepts - not money - but singing in exchange for a Cadbury Dairy Milk bar. The machine was equipped with a camera, video screen, sound system and recording capabilities. It enabled consumers to choose a song, then sing along to the music and lyrics which appeared over a live video image of themselves on the screen. Upon completing their song, the machine dispensed a Cadbury chocolate bar. The videos were posted online for people to enjoy and share.

Insights, Strategy and the Idea

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 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 objective was to get as many of our target consumers to try the chocolate, share their chocolate experience on-ground and online.