The Brief

This campaign was about actively bringing to life Cadbury’s brand purpose of making the world a more joyful place. We did this by celebrating the unique and random nature of joy. Joy, it’s different for everybody. Something that brings you joy is probably completely different from the person next to you. Our challenge was to create communication based on someone’s personal joy, whilst also bringing joy to millions of other people.

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

We achieved our goal of bringing to life Cadbury’s brand purpose of making the every day more joyful, by celebrating one person’s joy in a way that brings joy to many. We held six completely unique events, each one tailored to a person’s joy. This campaign reached 10.4 million people (that’s almost half of Australia). We increased our Twitter followers 26 times and experienced 16 times more Facebook activity during the campaign. There was also national and news coverage.

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

Because the world’s most joyful chocolate, was bringing joy to the everyday – actively demonstrating Cadbury’s brand purpose.