SING FOR JOY VM - INTEGRATED - CADBURY by Ace Saatchi & Saatchi Makati for Cadbury

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SING FOR JOY VM - INTEGRATED - CADBURY

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Industry Milk, Chocolate
Media Print, Magazine & Newspaper
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Executive Creative Director Andrew Petch
Creative Director Trixie Diyco
Art Director Reg Lota, Kevin Beltran
Copywriter Kiten Capili, Bia Fernandez
Producer Telly Arce, Michaelangelo Reyes
Account Supervisor Maine Gatbonton, Arvee De Guzman
Released December 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: KRAFT PHILIPPINES
Product/Service: CADBURY DAIRY MILK CHOCOLATE BAR
Agency: ACE SAATCHI & SAATCHI
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Creative Director: Trixie Diyco (Ace Saatchi & Saatchi)
Copywriter: Bia Fernandez (Ace Saatchi & Saatchi)
Copywriter: Kiten Capili (Ace Saatchi & Saatchi)
Art Director: Reg Lota (Ace Saatchi & Saatchi)
Art Director: Kevin Beltran (Ace Saatchi & Saatchi)
Producer: Michaelangelo Reyes (Ace Saatchi & Saatchi)
Producer: Telly Arce (Ace Saatchi & Saatchi)
Account Supervisor: Maine Gatbonton (Ace Saatchi & Saatchi)
Account Supervisor: Arvee De Guzman (Ace Saatchi & Saatchi)
Planner: Carmen Antunez (Ace Saatchi & Saatchi)
Planner: Mel Garovillo (Ace Saatchi & Saatchi)
Media placement: ON-GROUND ACTIVATION - MALLS - DECEMBER 10, 2011
Media placement: FACEBOOK - ONLINE - DECEMBER 10, 2011
Media placement: ONLINE VIDEOS - ONLINE - DECEMBER 11, 2011
Media placement: CDS PROMOTIONAL GIVE AWAY - CONVENIENCE STORES - DECEMBER 30, 2011

Describe the objective of the promotion.
Cadbury Dairy Milk is the chocolate brand that encourages everyone to 'Share the Joy'. We had to promote the brand based on this equity during the holiday season. The objective was to get as many of our target consumers to try the chocolate, share their chocolate experience and eventually purchase the chocolate.

Describe how the promotion developed from concept to implementation.
What better way to ‘Share the Joy’ than sing? We conceptualised and built the Cadbury Sing for Joy Vending Machine – the first vending machine that accepts not money but singing in exchange for a Cadbury Dairy Milk bar. The machine was equipped with a camera, video screen, sound system and recording capabilities. It enabled consumers to choose a song then sing along to the music and lyrics which appeared over a live video image of themselves on the screen. Upon completing their song, the machine dispensed a Cadbury chocolate bar.

Explain why the method of promotion was most relevant to the product or service.
The target market of Cadbury Dairy Milk are young professionals and fresh college graduates – people who are always on the lookout for new experiences they can share on their social networking sites. The promotion was most relevant because it gave its market precisely that. During the promotion, hundreds of videos were uploaded to Facebook, thousands of chocolates were given away, and our Facebook Fan Page got almost 200% in 'likes' and 4m impressions.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Cadbury Sing for Joy Vending Machine is probably the most successful effort of Cadbury Philippines to date and is considered a benchmark campaign by the brand team. Thanks to the effort, thousands of Cadbury chocolate was given away, hundreds of videos were uploaded on Facebook, and we got a 200% increase in 'likes', over 100,000 people 'talking about this', and 4m impressions. Most importantly, sales increased by 20% during the campaign period.