Cadbury Promo BICYCLE FACTORY by The Hive Toronto

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Canada
Agency The Hive Toronto
Director Mark Zibert
Creative Director Simon Creet
Art Director Paul Parolin
Editor School Editing - Chris Van Dyke
Released April 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CADBURY
Agency: THE HIVE
Date of First Appearance: Apr 23 2009 12:00AM
Entrant Company: THE HIVE , Toronto, CANADA
Entry URL:
Creative Director: Simon Creet (The Hive)
Art Director: Paul Parolin (The Hive)
Writer: Simon Creet (The Hive)
Account Director: Michelle Prowse (The Hive)
Director: Mark Zibert (Sons & Daughters)
Executive Producer: Dan Ford (Sons & Daughters)
Editor: Chris Van Dyke (Sons & Daughters)
Colourist: Eric Whip (Sons & Daughters)
Agency Producer: Tracey Azzopardi
Sound Design: (Vapor Music)
Media placement: Website - Web - 23 April 2009
Media placement: TV Campaign - 1 Spot 30 Second - Television - 23 April 2009
Media placement: Print Advertisements - Commuter Newspapers - 30 April 2009
Media placement: Bike Tags - Toronto Streets - 23 May 2009

Describe the objective of the promotion.
The Bicycle Factory was created to gather all of Cadbury Canada’s products – from gum to chocolate to candy – into one compelling program that would capture Canadians imagination and demonstrate Cadbury’s commitment to making positive change in the world. All Cadbury products spread joy to those who enjoy them, but The Bicycle Factory allows consumers to spread that joy to those in need by building much needed bicycles for Africa in a virtual factory. Each product equals a part. 100 parts equals a bicycle. The object was to send 5000 bicycles to Ghana.

Describe how the promotion developed from concept to implementation
This promotion was always seen as multi-staged. The first step was to educate Canadians on the need for bicycles. Television, guerilla bike tags and print were all employed to inform consumers of the power of a single bicycle. In many parts of Africa a bicycle is a symbol of hope, opportunity and, occasionally, survival. The creative demonstrated how bicycles can get children to schools, water to thirsty villages, medicine to those in need and goods to market. The second stage pushed consumers to our virtual factory where they could transform their Cadbury products into bicycle parts.

Describe the success of the promotion with both client and consumer including some quantifiable results
The Bicycle Factory was the most successful promotion in Cadbury Canada’s history. The campaign represented a 42% jump in the previous year’s total confection program. It broke all sales records and is being repeated and expanded for 2010 to include other countries in the Cadbury family. Not only were all 5000 bicycles built (which represents 500,000 Cadbury product sales, but another 300 were added on top by some of Cadbury’s key customers. There were also countless blog entries, tweets and facebook groups. Ordinary consumers were moved to send emails and letters to Cadbury commending them on the program.

Explain why the method of promotion was most relevant to the product or service
Cadbury is a company with deep philanthropic roots. They are also a company that produces little pieces of joy. A promotion that allowed consumers to share that joy with others was the perfect extension of Cadbury’s core values. The symbol of a bicycle is absolutely universal. It is an invention that creates joy on so many levels. Freedom, exercise, opportunity. So much more is possible when a bicycle gets introduced into a situation.