Cadbury Promo, Case study ENJOY THE MOMENT by PHD Dublin

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ENJOY THE MOMENT

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Industry Milk, Chocolate
Media Promo & PR, Case study
Market Ireland
Agency PHD Dublin
Director Nicky Crichton
Client Service Director Jimmy Murphy
Released December 2012

Credits & Description

Advertiser: MONDELEZ IRELAND
Agency: PHD
Category: Best Use of Screens
Consultant: Amanda Farrell (Mcsquared)
Brand Manager: Karl Tyndall (Mondelez Ireland)
Client Service Director: Jimmy Murphy (Publicis)
Strategic Account Manager: Rachel O'brien (PHD)
Communications Planning Director: Sandra Alvarez (PHD)
Account Director: Caitriona Campbell (Publicis)
Managing Director: Jason Nebenzahl (PHD)
Director: Nicky Crichton (Mcsquared)

Effectiveness
• Record-breaking sales: +9.8% growth across all Cadbury chocolate +78% YOY growth Cadbury Dairy Milk +2.6% share growth +5.5% in take-home chocolate• “Bytes of Joy” multiplied joy and magic: 2 million people had a “byte of joy”; tweets and Facebook posts came flooding as Katie fought for her gold medal.We warmed hearts: 70% Irish consumers felt joy and excitement about the Games.Cadbury captured the essence of the first “Second Screen Olympics”. Irish consumers’ emotions were woven in the broadcast of an Irish sport moment that will go down in history.

Execution
1.We started with “Unwrap Gold”, giving consumers the chance to experience the moments of joy in London 2012. This was promoted with TV, in-store, OOH, the first ever mobile-screen scratch format and Ireland’s first social bus-stop screen which transported commuters to London 2012 using social media. 2.We developed an integrated media partnership to sponsor the national official all-screen coverage of London 2012.3.We developed “Bytes of Joy”, the first-ever platform to capture live moments from the Games, focused on Ireland’s first gold medal hopeful, boxer Katie Taylor.In the break before Katie’s final bout, we broadcast a message to the nation on all screens including National TV and mobile, asking everyone to tell us via Twitter and Facebook how they were enjoying the moment in Irish history. In seconds, we lifted live social posts and magically broadcasted them back to the nation in real time.

Strategy
London 2012 Olympic Games were a pretty big deal in most countries around the world but not in Ireland. Research told us 64% of Irish adults weren’t excited about the Games. Our job was to bring the joy and magic of the Olympics to Irish consumers whilst generating record-breaking sales.Insight The Olympic Games are a catalyst for media magic. Nothing compares to being a spectator of the magical split seconds that make a mark in history. It’s the joy and wonder of seeing mankind pushing itself to break boundaries. It’s also an exceptional media moment when the entire nation gets behind an individual/team. Strategy Use media to connect the Irish nation capturing a moment in history in the first “Social/Second Screen Olympic Games”.