Title | SAY IT WITH CHOCOLATE |
Brand | MONDELEZ MALAYSIA |
Product / Service | CADBURY DAIRY MILK |
Category | A01. Creative Effectiveness |
Entrant | GEOMETRY GLOBAL Kuala Lumpur, MALAYSIA |
Entrant Company | GEOMETRY GLOBAL Kuala Lumpur, MALAYSIA |
Advertising Agency | GEOMETRY GLOBAL Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Daniel Comar | Geometry Global Asia/Pacific | Regional Executive Creative Director |
Nuno Lemos | Geometry Global Malaysia | Executive Creative Director |
Mahesh Neelakantan | Geometry Global Malaysia | Managing Director |
Ho Hong Fei | Geometry Global Malaysia | Creative Group Head |
Benjamin Thain | Geometry Global Malaysia | Creative Group Head |
Jarrod Reginald | Geometry Global Malaysia | Senior Art Director |
Michelle Lim/Chua | Geometry Global Malaysia | Senior Copywriter |
Javen Tan | Geometry Global Malaysia | Art Director |
Fong Wei Kit | Geometry Global Malaysia | Art Director |
Steve Yeow | Geometry Global Malaysia | Art Director |
Ashraff Ahmad | Geometry Global Malaysia | Copywriter |
Tay Yin May | Geometry Global Malaysia | Designer |
Tracy Bay | Geometry Global Hong Kong | Account Manager |
Nisha Nair | Geometry Global Malaysia | Account Manager |
Athiya Hamid | Geometry Global Malaysia | Senior Account Executive |
Tf Chan | Etc Industries Sdn Bhd | Production Manager |
Julian Oh | Reddbullets | Director Video) |
Fai/Pako Looi | Sunday Studio | Photographer/Digital Imaging |
Soon | Di Solution | Di Artist |
Seq | Post Production House |
By motivating people to Say It with Chocolate, we successfully refreshed people’s interest in an icon and making it a much sought after gift. As more novel products appear in the chocolate category, Cadbury Dairy Milk’s classic 175gm molded blocked bar’s sales have stagnated. We needed to capture source of growth from consumers with gifting purposes. We needed to transform a classic product to a special gift. We saw an opportunity with the insight that celebratory and greeting messages have become increasingly meaningless even though the numbers have increased (due to digital convenience). The strategy to be the anti-thesis of cold digital expressions sparked the idea of Say It with Chocolate- making bespoke greeting cards from the classic molded blocked bars. The differentiated idea revived people’s interest in the classic molded blocked bars and motivated people to buy it as a meaningful and tangible gift. As a result of the idea, we were able to get an 30% increase in Sales compared to the same period in the previous year, both by value and number of units for Cadbury Dairy Milk 175 gm molded bar, which exceeded the targeted 10 % lift ( according to Dunnhumby Sales data, Hari Raya Aidilfitri 2013 period). The sales were attributed to improvements in brand health. There was a 5 point increase in the image measure “As a brand you would choose as a gift”, exceeding our target of 3 points over the campaign period (according to Mondelez Chocolate Brand Track, for Cadbury Dairy Milk, 20 – 29 year old) This idea is so loved that it is currently being adopted across different Cadbury markets around the world.