Cadbury Case study SPOTS V STRIPES by Fallon London

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SPOTS V STRIPES

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Industry Chocolate
Media Case study
Market United Kingdom
Agency Fallon London
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: CADBURY
Product/Service: CADBURY
Agency: FALLON LONDON
Date of First Appearance: Aug 1 2010
Entry URL: http://www.spotsvstripes.com
Creative Director (overall campaign): Chris Bovill (Fallon)
Creative Director (overall campaign): John Allison (Fallon)
Client Director (overall campaign): Chris Willingham (Fallon)
Strategy Director (overall campaign): Rachel Barrie (Fallon)
Group Account Director (overall campaign): Richard Fearn (Fallon)
Innovation Director (overall campaign): Tamsin Davies (Fallon)
Founder (PR / Events / Activation): Mark Stringer (Pretty Green)
Managing Partner (Media): Sean Meikle (PHD)
Digital Strategy: Max Kennedy (Fallon)
Digital Account Director: Liz Le Breton (Fallon)
Senior Planner: Jo Hudson (Fallon)
Head of TV: Nicky Barnes (Fallon)
Business Director (Media): Charlotte Taylor (PHD)
PR Director: Lucy Windsor (Pretty Green)
Events / Activation Director: Sian Baker (Pretty Green)
Creative Director (Launch TV): Augusto Sola (Fallon)
Director (Launch TV): Nick Gorden (Academy Films)
Producer (Launch TV): Lucy Gossange (Academy Films)
Director (Race Season TV): Andreas Nillson (Blink)
Producer (Race Season TV): Andrew Studholme (Blink)
Media placement: TV / Interactive & Digital Outdor / Digital Display - UK & Ireland Stations / Regional Transvision & Underground / Youtube Masthead - 1 Aug - 24 September 2010
Media placement: Events Game Tour And Games Crew Activation - 4 Big City Events And Games Crew Presence At Over 100 Events - 1 Aug - 1 Nov 2010
Media placement: Chocolate Bar (Challenge Bar) - Grocery & Independant - 16 Aug 2010 Onwards
Media placement: Website / Social Media Platforms / Online Games - Always On - Www.spotsvstripes.com, Facebook, Youtube, Twitter - 1 Aug 2010 Onwards
Media placement: Game / UGC Competition - The Double Challenge - www.spotsvstripes.com - 17 Nov 2010 - 5 Feb 2011
Media placement: Game / UGC Competition / Online Content - Catch - Www.spotsvstripes.com, The Sun, Facebook, Youtube - 7 - 13 Dec 2010
Media placement: TV / Events / Website / Game / UGC Competition - Creme Egg - UK & Ireland Stations, Www.cremeegg.com - 1st Jan 2011 Onwards
Media placement: TV / Events / Website / Game / UGC Competition / Online Content - Race Season - UK & Ireland Stations, Race Season Events, Www.spotsvstripes.com, Facebook, Youtube - 21st Feb Online, 7th March TV
Media placement: Chocolate Bar (The Big Race Bar) - Grocery & Independant - 7th March 2010 Onwards
Media placement: On-Pack Promotion / Game - Challenge An Olympian - Www.spotsvstripes.com, Grocery & Independant, Facebook - 1st Sep 2010 - 1st Feb 2011

Describe the campaign/entry
‘Spots V Stripes’ is a unique approach to sponsorship.
Unlike most corporate sponsors, Cadbury connects with almost everyone, everywhere; so for London 2012 we wanted an idea that could feel as much part of the fabric of people’s lives as a bar of Dairy Milk.
We worked from the simple insight that true Olympic spirit is not about elite sporting achievement but about participation, celebration and enjoyment. We decided to champion this playful, joyful side of sport by creating ‘Spots V Stripes’.
‘Spots V Stripes’ is a social idea to get more people playing more games in the run up to 2012. The concept is to encourage people to sign up to, support and spectate the two teams, as they play against each other to generate points in the country’s biggest ever competition.
The idea also includes a CSR programme to leave communities more equipped to play beyond 2012.

Describe how the campaign/entry was launched across each channel in the order of implementation
Cadbury colleagues were the first players, setting up the teams to welcome the public.
For the launch, TV, outdoor and digital advertising generated awareness, powered with PR, NPD, packaging and a partnership with Global Radio.
The web hub went live - the heart of the idea where people sign up, play, log points, watch highlights and discover more. The dedicated team pages connect to Facebook and Twitter.
We created games: from an award winning online game, UGC games, live events, celebrity challenges and the world’s biggest game of catch. We also launched The Challenge Bar – a chocolate bar you could play.
Cadbury brands got involved. 17 million packs went spotty and stripy and Creme Egg launched a game of its own.
We are currently teamed up with Guinness for a series of unique races that will award the fastest participants official World Records.
We have lots more to come.

Give some idea of how successful this campaign/entry was with both client and consumer
Spots V Stripes is engaging audiences:
Over 10 million people have been involved
7.4million people participated in an event in 2010.
Over 177,000 people are signed up online.
700,000 games have been played.
Players are updating the scores, on average, every 30 seconds.

Spots V Stripes is having a positive impact on the brand:
For those aware of Cadbury Spots v Stripes and our sponsorship of London 2012, brand preference is up by 5%, and Cadbury has gone from the top 12% of brands to the top 4% of brands in the UK in terms of brand engagement.

Spots V Stripes is selling chocolate:
The first NPD, ‘The Challenge Bar,’ became the number one selling bar within its first week on shelves
The current NPD, 'The Big Race Bar', is ahead of sales targets and Cadbury’s 2nd most successful launch since Wispa in 2007.