Cadbury Promo, Case study SHARE THE JOY by Rapp Auckland

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SHARE THE JOY

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Industry Milk, Chocolate
Media Promo & PR, Case study
Market New Zealand
Agency Rapp Auckland
Creative Director Aaron Goldring, Dave Brady, Steve Kane
Art Director David Reid, James Conner
Copywriter Christie Cooper, Stephen Anderson
Producer Chloe Sutherland
Released September 2012

Awards

Caples Awards 2011
Campaigns Integrated campaign Bronze
Campaigns Interactive campaign Finalist

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: CADBURY
Product/Service: DAIRY MILK
Group Executive Creative Director: Toby Talbot (DDB Group NZ RAPP Tribal)
Creative Director: Aaron Goldring (DDB Group NZ RAPP Tribal)
Creative Director: Steve Kane (DDB Group NZ Mango)
Creative Director: Dave Brady (DDB Group NZ RAPP Tribal)
Art Director: James Conner (DDB Group NZ RAPP Tribal)
Copywriter: Christie Cooper (DDB Group NZ RAPP Tribal)
General Manager of Marketing NZ: Andrew Fraser (Cadbury/Kraft)
Project Manager: Greg Jones (DDB Group NZ RAPP Tribal)
Account Director: Sarah Jones (DDB Group NZ RAPP Tribal)
Project Management: Andy Robilliard (DDB Group NZ RAPP Tribal)
Art Director: David Reid (DDB Group NZ RAPP Tribal)
Copywriter: Stephen Anderson (DDB Group NZ RAPP Tribal)
Senior Producer: Dov Tombs (DDB Group NZ RAPP Tribal)
Lead Digital Designer: Jason Vertongen (DDB Group NZ RAPP Tribal)
Head of TV: Judy Thompson (DDB Group NZ RAPP Tribal)
Producer: Chloe Sutherland (DDB Group NZ RAPP Tribal)
Planning Director: Lucinda Sherborne (DDB Group NZ RAPP Tribal)
Senior Planner: Thinza Mon (DDB Group NZ RAPP Tribal)
Head or PR/Experiential: Claudia Macdonald (DDB Group NZ Mango)
Event Director: Amani Peleti (DDB Group NZ 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
After a series of devastating events, New Zealanders weren’t seeking out joyful experiences as much as they should. Being a company that literally sells moments of joy, this became a problem for Cadbury. Gone was the country’s upbeat outlook and a glass and a half full attitude, which is what unified them with the brand. We needed to remind Kiwis that they can still find joy in everyday life.

The Situation
Cadbury's biggest loss was its heartland of families who had known and loved Cadbury Dairy Milk all their lives. Consumers were switching between Cadbury and their main competitor depending on price.

The Goal
Cadbury needed to increase the price of Cadbury Dairy Milk while retaining their share. To do this, all marketing efforts were focused on getting their main target to fall in love with the brand again by experiencing joy.

The Strategy
We knew that by watching a traditional campaign on a TV screen wouldn’t be enough - they would have to feel joy face-to-face. Using the insight that joy is contagious, we created an integrated campaign that spread joy across the country through multiple experiences.

Execution
At experiential events and online, people could experience joy first-hand. TV and PR amplified reach and got the movement into our collective consciousness, while press and radio drove traffic to events.

Each element fed into the others to create environments where people could engage at any level, by participating, producing, sharing or just watching.

First, a nationwide experiential campaign brought real moments of joy to the country. Once we’d held multiple events, people started sharing their own moments of joy on our website.

Then we used sounds and videos that we had discreetly recorded at events and combined these with the sounds from the consumer videos on the website to create a piece of music, composed by Grammy-winner Bobby McFerrin.

The song was released as a TV campaign and music video.

Finally, consumers could create, and star in, their own music videos using our online Joy Mixer.

Documented Results
The campaign reached 4 million people - practically the entire population of New Zealand.

We gained $2 million worth of earned media coverage with an estimated PR reach of $6.5 million.

Over 150,000 people experienced an event with between 83-100% reporting feeling more joyful as a result of the experience and 58% saying they had told at least 6-10 people about the event.

150,000 visited the website with 500,000 page views and consumers spending an average of 9 minutes each on the site, and we gained over 4,600 pieces of content.

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

And despite having a devastating year, New Zealand is still ranked 5th out of 110 countries on the international happiness index.