FREIDA by Rapp Auckland for Cadbury

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FREIDA

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Industry Confectionery & snacks
Media Direct marketing
Market New Zealand
Agency Rapp Auckland
Creative Director Aaron Goldring, Daniel Wright
Art Director Richard Robson
Copywriter Jon Austin
Released July 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CADBURY / CRAFT FOOD
Product/Service: CONFECTIONARY
Agency: RAPP NEW ZEALAND
Date of First Appearance: Jul 2 2010
Entrant Company: RAPP NEW ZEALAND, Auckland, NEW ZEALAND
Entry URL: http://awards.iwihost.com/FreidaCampaignDirect
Group Executive Creative Director: Toby Talbot (DDB RAPP Tribal)
Creative Director: Aaron Goldring (DDB RAPP Tribal)
Head of Art: Dave Brady (DDB RAPP Tribal)
Senior Copywriter: Joe Hawkins (DDB RAPP Tribal)
Creative Director: Daniel Wright (DDB RAPP Tribal)
Senior Designer: Jason Vertongen (DDB RAPP Tribal)
Senior Brand Manager: Donna Lawgun (DDB RAPP Tribal)
Art Director: Richard Robson (DDB RAPP Tribal)
Copywriter: Jon Austin (DDB RAPP Tribal)
Creative Technologist: Paul Sanderson (DDB RAPP Tribal)
Developer: Mike Delucci (DDB RAPP Tribal)
Developer: Alex Cheah (DDB RAPP Tribal)
Senior Producer: Tanya Jonson (DDB RAPP Tribal)
Project Manager: Andy Robilliard (DDB RAPP Tribal)
Creative Services Manager: Kristin Rodger (DDB RAPP Tribal)
Media placement: Facebook Game - Facebook - 28.06.10
Media placement: Synchonised Banner - NZHerald.co.nz - 28.06.10
Media placement: IPhone App - Itunes - 15.06.10
Media placement: Facebook Fanpage - Facebook - 28.06.10

Describe the brief/objective of the direct campaign.
New Zealanders wanted to love Cadbury Dairy Milk, but were struggling to get over the anger and betrayal they felt following the palm oil scandal, where it was revealed that Cadbury had substituted cocoa butter with vegetable fats, including palm oil. We needed to get our audience to stop ‘thinking’ about their chocolate, and ‘feeling’ it instead.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To win back the love of Kiwis, we created Freida, a tap-dancing friesian who emulated Fred Astaire’s ultra smooth ‘Putting on the Ritz’ performance in true Glass and a Half Full Productions style. We needed Cadbury lovers to help us generate momentum. The only thing was, Freida was currently just on TV. How could we use digital media to bring her smooth moves to life without the rights to the original music?

Explain why the creative execution was relevant to the product or service.
Rather than just watching a moment of joy, we enabled Kiwis to create their own. We launched Freida’s digital career with banners, a Facebook page, an iPhone app and an online game, allowing everyone to become a fan of Freida, compete in a dance off and have her dance to their music on their iPhone. Cadbury’s point of difference is the smooth texture - a difficult concept to promote without being rational about it. Freida’s smooth moves brought the smoothness of Cadbury to life without having to over state it.

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.
Freida’s digital debut was a huge success. Sales have increased to give Cadbury a market share of 58% after a low of less than 50%, re-establishing their no. 1 position. Freida finished with over 6,500 fans on Facebook, over 22,297 games played, 62,715 badges earned and her iPhone app was downloaded 8,810 times. It also reached 5th in ‘total’ and 2nd in ‘entertainment’ on the Apple app store.