Creative Execution

The Cadbury “Joytime” campaign showed yuppies how Cadbury can bring moments of joy no matter how tedious their day is. This includes activities like waiting for the train or doing overtime. To talk to them in small screens Cadbury produced thumb-stopping creatives to resonate with fans. The creative limitations of basic mobiles were considered in content creation: o Low resolution screens o Limited data access o No video playback Creatives were tailor fit to ensure that the output is optimal for the platform.

Cadbury #ItsJoytime feature phone campaign drove exceptional business results: • 38-point increase in brand recall; 1 • 5-point increase in message association with ‘delicious tasting sweet snack that makes me happy’1 confirming the effectiveness of the communication strategy of Cadbury #ItsJoyTime campaign; • 5-point increase in purchase intent, with • 25% lift in brand sales in the Philippines during the campaign period1 Cadbury Dairy Milk became the no.1 chocolate in the Philippines in terms of market share in December 2014 and remains to be the no.1 as of February 2015. 2 Sources: (1) Neilsen Brand Effects Study (2) Neilsen Retail Audit

Having only relaunched in 2013, Cadbury Dairy Milk needed to increase penetration in the highly-fragmented chocolates category. Barriers for penetration include high price and premium perception of the brand. To increase penetration Cadbury needed to expand its target market to the yuppies and middle class segment and debunk the longstanding premium perception of the brand. To achieve this the campaign needed to raise awareness of key brand attributes (taste superiority, smooth and creamy) and to establish Cadbury as an everyday chocolate. To increase penetration Cadbury tapped a larger base – the yuppies. In the Philippines many yuppies still own feature phones despite the ubiquity of smartphones. Many brands have not utilized feature phones due to the poor user experience they provide. Cadbury created content tailor fit for feature phones by: o Lowering image resolution for sharp images o Shortening copy to ensure message is complete o Single focal point