Cadbury Outdoor, DM SAY IT WITH CHOCOLATE by Ogilvy & Mather Kuala Lumpur

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SAY IT WITH CHOCOLATE

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Industry Milk, Chocolate
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Regional Executive Creative Director Daniel Comar, Guillermo Caro
Creative Group Head Ho Hong Fei, Benjamin Thain
Executive Creative Director Nuno Lemos
Art Director Steve Yeow, Fong Wei Kit, Javen Tan
Copywriter Ashraff Ahmad
Designer Tay Yin May
Released May 2013

Awards

Asia Pacific Advertising Festival (AdFest) 2014
DIRECT LOTUS DIRECT AMBIENT: SMALL SCALE SILVER
DESIGN LOTUS POINT OF SALE: SMALL SCALE SILVER
OUTDOOR LOTUS POINT OF PURCHASE (POP) DISPLAY BRONZE

Credits & Description

Advertiser: KRAFT MALAYSIA
Agency: OGILVY MALAYSIA
Category: Fast Moving Consumer Goods
Advertising campaign: SAY IT WITH CHOCOLATE
Creative Group Head: Benjamin Thain (OgilvyAction Malaysia)
Photographer/Digital Imaging: Fai (Sunday Studio)
Creative Group Head: Ho Hong Fei (OgilvyAction Malaysia)
Senior Art Director: Jarrod Reginald (OgilvyAction Malaysia)
Copywriter: Ashraff Ahmad (Ogilvyaction Malaysia)
Senior Account Executive: Athiya Hamid (OgilvyAction Malaysia)
Director (Video): Julian Oh (Reddbullets)
Regional Executive Creative Director: Daniel Comar (OgilvyAction Asia-Pacific)
Senior Copywriter: Michelle Lim-Chua (OgilvyAction Malaysia)
Managing Director: Mahesh Neelakantan (OgilvyAction Malaysia)
Account Manager: Nisha Nair (OgilvyAction Malaysia)
Account Manager: Tracy Bay (OgilvyAction Hong Kong)
Art Director: Fong Wei Kit (OgilvyAction Malaysia)
Photographer/Digital Imaging: Pako Looi (Sunday Studio)
DI Artist: Soon (DI Solution)
Art Director: Steve Yeow (OgilvyAction Malaysia)
Art Director: Javen Tan (Ogilvyaction Malaysia)
Executive Creative Director: Nuno Lemos (OgilvyAction Malaysia)
Designer: Tay Yin May (OgilvyAction Malaysia)
Production Manager: Tf Chan (Etc Industries)

Client Brief Or Objective
Chocolate sales creation relies on constantly finding ways to engage shoppers and trigger impulse purchase in-store and on-the-go.Cadbury therefore, needed to put aside traditional advertising, and do something that would get shoppers to pick up its staple chocolate, on the spot.

Implementation
With chocolate as the last thing on any shopping list, the immediate challenge was how to change shoppers' pre-set behavior of only getting what they came for - and nudge them to buy our chocolate too.In a time where social media has rendered words virtually meaningless, we invited people to “Say it with Chocolate.” Giving them a unique opportunity to say something sincere, for once. And transforming a simple bar of chocolate into a bespoke bar for one special person.

Execution
An old press with movable type was re-purposed to print personal messages onto the chocolate bars, without opening the wrapper. A unique imprint technique was used to ensure the messages would be kept 'secret' only to be revealed when the bar was given and unwrapped.

Outcome
Impulse purchase spiked during the promotion hours at selected TESCO outlets and office buildings, with many shoppers making bulk buys, and some willing to queue an hour for their chocolate. The campaign will extend to 200 stores across the region, with 20 machines currently in the making.