CADBURY CHOCOLATOMETER by Del Campo Saatchi & Saatchi Buenos Aires for Cadbury

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CADBURY CHOCOLATOMETER

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Industry Chocolate
Media Direct marketing
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Creative Director Lisandro Grandal, Diego Medvedocky
Art Director Juan Pedro Porcaro, Nicolás Foresi
Copywriter Caro Morano, Laura Sereno, Charlie Lanús
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CADBURY
Product/Service: CHOCOLATE
Agency: DEL CAMPO/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: DEL CAMPO/NAZCA SAATCHI & SAATCHI, Buenos Aires, ARGENTINA
Entry URL: http://www.comouncadburyentero.com/promo.html
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Diego Medvedocky (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Charlie Lanus/ Laura Sereno / Caro Morano (Del Campo Nazca Saatchi & Saatchi)
Art Director: Nicolas Foresi / Juan Pedro Porcaro (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Adrian Aspani / Consuelo Gimenez Uriburu (Del Campo Nazca Saatchi & Saatchi)
Production Company: Primo
Editing Company: Cinecolor
Music Company: Supercharango
Director.: Nico & Martin
Media placement: TV Campaign - 3 Spots - Canal 13, 11, 9 , 2 - 5 June 2009
Media placement: Radio - Metro - 10 June 2009
Media placement: Internet - Internet - 5 June 2009

Describe the brief/objective of the direct campaign.
In Argentina Cadbury was considered a Premium brand for occasional consumption that was rather detached from its target consumers, women. The Challenge: Position Cadbury as a brand for daily consumption and bring it closer to its female consumers. How? Creating a promotional campaign to connect Cadbury to women by making them take part in it. The target audience was directed to the website by ads in magazines, Radio, TV and cinema.

Explain why the creative execution was relevant to the product or service.
The answer was immediate. More than 500,000 women participated in the promotion: -Sharing with us their anecdotes. -Rewarding them with little pieces of Cadbury. -And ranking the best stories. Spontaneous groups on Facebook emerged, plus hundreds of blogs. And finally there was a winner who achieved that which gives the most pleasure to women: A man , but made out of chocolate.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using the concept: A man will never be as good as a whole cadbury - We created an original promotion on the Internet. “Tell us why a man will never be as a whole bar of Cadbury and win his weight in chocolate.”

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The habit of occasional consumption changed to a daily one. There was a 48% increase in sales. And Cadbury became the favourite chocolate of women