Cadbury Promo, Case study GIANT SNOW GLOBE by Rapp Auckland

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GIANT SNOW GLOBE

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Industry Milk, Chocolate
Media Promo & PR, Case study
Market New Zealand
Agency Rapp Auckland
Executive Creative Director Toby Talbot
Creative Director Aaron Goldring, Dave Brady, Steve Kane
Art Director James Conner
Copywriter Christie Cooper, Joe Hawkins
Producer Dov Tombs, Andy Robilliard, Chloe Sutherland
Account Supervisor Greg Jones, Sarah Jones, Keri Aves
Released September 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: CADBURY
Product/Service: DAIRY MILK
Executive Creative Director: Toby Talbot (DDB Group NZ/Rapp Tribal)
Creative Director: Steve Kane (DDB Group New Zealand/Mango)
Creative Director: Dave Brady (DDB Group NZ/Rapp Tribal)
Creative Director: Aaron Goldring (DDB Group NZ/Rapp Tribal)
Copywriter: Christie Cooper (DDB Group NZ/Rapp Tribal)
Copywriter: Joe Hawkins (DDB Group NZ/Rapp Tribal)
Art Director: James Conner (DDB Group NZ/Rapp Tribal)
Producer: Andy Robilliard (DDB Group NZ/Rapp Tribal)
Producer: Chloe Sutherland (DDB Group NZ/Rapp Tribal)
Producer: Dov Tombs (DDB Group NZ/Rapp Tribal)
Account Supervisor: Greg Jones (DDB Group NZ/Rapp Tribal)
Account Supervisor: Keri Aves (DDB Group NZ/Rapp Tribal)
Account Supervisor: Sarah Jones (DDB Group NZ/Rapp Tribal)
Advertiser's Supervisor: Andrew Fraser (Cadbury/Kraft)
Advertiser's Supervisor: Jessica Nikora (Cadbury/Kraft)
Planner: Lucinda Sherborne (DDB Group NZ/Rapp Tribal)
Planner: Thinza Mon (DDB Group NZ/Rapp Tribal)
Planner: Dan Stoneham (DDB Group NZ/Rapp Tribal)
Event Director: Amani Peleti (DDB Group New Zealand/Mango)
Head of PR/Experiential: Claudia Macdonald (DDB Group New Zealand/Mango)
Media placement: Website - Share The Joy Website - 6 December 2010
Media placement: Comedy / Game Show - Event In Theatre - 8 December 2010
Media placement: Snow Globe Experiential Event - Experiential Event In Public Spaces - 11 December 2010
Media placement: Clap Your Hands Lights Experiential - Experiential Event, House In CBD - 16 December 2010
Media placement: Giant Sprinkler Event - Experiential Event In Public Park - 6 January 2011
Media placement: Rocket Balloons Event - Ragamuffin Music Festival - 5 February 2011
Media placement: Camera Balls Event - Ragamuffin Music Festival - 5 February 2011
Media placement: Bobby McFerrin In Concert - Concert In Auckland Theatre - 16 March 2011
Media placement: Television - ONE, 2, TV3, C4, SKY, Prime, Food - 6 February 2011

Summary of the Campaign
New Zealanders are renowned for their upbeat attitudes, but a series of disasters around the country over the past year have been rather sobering.

As a company that literally sells little moments of joy, Cadbury wanted to remind their main target; families, that they could still find joy in the every day, without looking like we were capitalizing on the nation’s tragedy.

We knew that watching it on a screen wouldn’t be enough - we needed people to feel the joy face-to-face. We needed to create something the whole country would be involved in.

The Situation
Those not involved directly in the tragedies in New Zealand were feeling guilty about experiencing any joy, while those people in the midst of the crises were still looking for moments of light relief. Cadbury was well placed as a brand to offer them an outlet to both create and experience moments of joy again.

The Giant Snow Globe project reminded people that there was joy all around them and inspired them to look for it everyday. We created a nationwide experiential campaign that used a PR as the main driver for participation in the event.

The Goal
Given the somber nature of the tragedies, it was imperative that the experiential and PR campaign wasn’t perceived by the media as being glib or worse still, capitalizing on the loss of life. We chose to launch the campaign at Christmas time, when the act of giving is celebrated.

To kick off the campaign we needed a marquee event in Auckland – our biggest city – that the media would be forced to cover. To do this we needed an event that defied reason and rationality, so we made it snow in a city that hadn’t seen snow for over 70 years.

The Strategy
The media strategy for the Giant Snow Globe was to build a deeper story around the event, generating newsworthiness for the soft news agenda. This was achieved by creating exclusive opportunities for targeted, top-tier media and providing each media outlet with a specifically tailored angle.

Execution
A teaser campaign kicked things off, with advertisements in key events media outlets, advising it was about to snow in Auckland.

Media received miniature snow globes effectively announcing Auckland’s first snow fall since 1939. Community newspapers embraced the concept with pre-event coverage, while TVNZ integrated their coverage of the Giant Snow Globe with major features on ONE News & Breakfast TV, incentivized by exclusive broadcast coverage.

Choirs and charitable partners were engaged to add depth and a 'feel good factor' to these stories, particularly apt for yuletide coverage. Ongoing coverage was stimulated by issuing stunning photography of the snow globe with vibrant consumer engagement, ensuring a further raft of stories in regional and community press.

Radio partner, MoreFM had a consistent onsite presence as well as effectively driving listeners to the event. Therefore, these high profile media outlets have significantly increased viewers of this campaign in a positive, enlightening and joyful way.

Documented Results
In just 12 days we had over 35,000 visitors inside, with more than 126,000 spectators outside and visits to the website went up 500%.

All the top New Zealand media outlets covered the story, gaining over $300,000 worth of earned media with a reach of more than 4 million.

The Giant Snow Globe changed our targets’ perception of the brand with close to 50% of them feeling more positive towards Cadbury after visiting it.

And we maintained Cadbury Dairy Milk’s share while increasing the retail price by 12% as sales lifted between 16-27%.