The Brief

Joyville represents both a magical place where Cadbury Dairy Milk is made AND a philosophy about making the world a more joyful place. After successfully laying the foundations of Joyville, it was time to bring it into the real world – giving consumers reason to believe Cadbury was delivering to its vision.

Describe how the promotion developed from concept to implementation

The aim of the Joyville Train was to bring joy to a very un-joyful place, the train platform during the morning rush hour. We wanted to give consumers a reason to believe Cadbury was delivering to its mission of making the world a more joyful place.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over a tonne of chocolate was sampled and this was labeled 'the largest experiential activation of the year' by B&T, Australia's leading Marketing title. It gained nationwide PR, featured on breakfast TV and was viewed by 10 million people within the two days (total pop: 22 million). There was over 570,000 tweets and more than 10,000 Instagrams, within one week. Post-tracking consumer results revealed 75% liked or loved the activation and our train was mentioned in Canada and the US. The Joyville Train reached 300,000 blogs and digital communities were asking when the train would be coming to their neighbourhood!

Explain why the method of promotion was most relevant to the product or service

Joy is at the heart of Cadbury and bringing joy to the everyday is Cadbury's brand purpose.