| Title | SING FOR CHOCOLATE |
| Brand | KRAFT PHILIPPINES |
| Product / Service | CADBURY CHOCOLATE |
| Category | A01. Event & Field Marketing |
| Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Entrant Company: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Sales Promotion/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 | Copywriter |
| Kiten Capili | Ace Saatchi/Saatchi | Copywriter |
| Reg Lota | Ace Saatchi/Saatchi | Art Director |
| Kevin Beltran | Ace Saatchi/Saatchi | Art Director |
| Maine Gatbonton | Ace Saatchi/Saatchi | Account Supervisor |
| Arvee De Guzman | Ace Saatchi/Saatchi | Account Supervisor |
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 and eventually purchase the chocolate.
What better way to ‘Share the Joy’ than sing? 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.
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.
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 promotion, hundreds of videos were uploaded to Facebook, thousands of chocolates were given away, and our Facebook Fan Page got almost 200% in likes and 4 million worth of impressions.