|Title||SAY IT WITH CHOCOLATE|
|Product / Service||CADBURY DAIRY MILK|
|Category||A07. Point of Sale|
|Entrant||GEOMETRY GLOBAL Kuala Lumpur, MALAYSIA|
|Entrant Company||GEOMETRY GLOBAL Kuala Lumpur, MALAYSIA|
|Advertising Agency||GEOMETRY GLOBAL Kuala Lumpur, MALAYSIA|
|Soon||Seq||Post Production House|
|Di Solution||Di Artist|
|Fai/Pako Looi||Sunday Studio||Photographer/Digital Imaging|
|Julian Oh||Redbullets||Director (Video)|
|Tf Chan||Etc Industries Sdn Bhd||Production Manager|
|Athiya Hamid||Geometry Global Malaysia||Senior Account Executive|
|Nisha Nair||Geometry Global Malaysia||Account Manager|
|Tracy Bay||Geometry Global Hong Kong||Account Manager|
|Tay Yin May||Geometry Global Malaysia||Designer|
|Ashraff Ahmad/Federico Garcia||Geometry Global Malaysia||Copywriter|
|Steve Yeow||Geometry Global Malaysia||Art Director|
|Fong Wei Kit||Geometry Global Malaysia||Art Director|
|Javen Tan||Geometry Global Malaysia||Art Director|
|Michelle Lim-Chua||Geometry Global Malaysia||Senior Copywriter|
|Jarrod Reginald||Geometry Global Malaysia||Senior Art Director|
|Benjamin Thain||Geometry Global Malaysia||Creative Group Head|
|Ho Hong Fei||Geometry Global Malaysia||Creative Group Head|
|Mahesh Neelakantan||Geometry Global Malaysia||Managing Director|
|Nuno Lemos||Geometry Global Malaysia||Executive Creative Director|
|Daniel Comar||Geometry Global Asia/Pacific||Regional Executive Creative Director|
With chocolate as the last thing on any shopping list, the immediate challenge was how to change shoppers' pre-set behavior of only getting what they came for - and nudge them to buy our chocolate too. In a time where social media has rendered words virtually meaningless, we invited people to 'Say it with Chocolate.' Giving them a unique opportunity to say something sincere, for once. And transforming a simple bar of chocolate into a bespoke bar for one special person.
Chocolate sales creation relies on constantly finding ways to engage shoppers and trigger impulse purchase in-store and on-the-go. Cadbury therefore, needed to put aside traditional advertising, and do something that would get shoppers to pick up its staple chocolate, on the spot.
An old press with movable type was repurposed to print personal messages onto the chocolate bars, without opening the wrapper. A unique imprint technique was used to ensure the messages would be kept 'secret' only to be revealed when the bar was given and unwrapped. The chocolate-printing machine also needed to be mobile enough to be set up in major supermarkets, easily accessible to shoppers; as the goal was to drive impulse purchase and connect with customers in a truly memorable way.
Impulse purchase spiked during promotion hours at selected TESCO outlets and office buildings, with many shoppers making bulk buys, and some willing to queue an hour for their chocolate. The campaign will extend to 200 stores across the region, with 20 machines currently in the making.