ONE FOR ME/ONE FOR YOU by The Hive Toronto for Cadbury

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ONE FOR ME/ONE FOR YOU

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Canada
Agency The Hive Toronto
Creative Director Simon Creet
Art Director Paul Parolin
Released April 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: CADBURY
Product/Service: PACKAGED GOODS/CONFECTION
Agency: THE HIVE
Date of First Appearance: Apr 23 2009 12:00AM
Entrant Company: THE HIVE , Toronto, CANADA
Entry URL: http://www.oneforyouoneforme.ca
Creative Director: Simon Creet (The Hive)
Art Director: Paul Parolin (The Hive)
Writer: Michelle Spivak (The Hive)
Account Director: Michelle Prowse (The Hive)
Digital Producer: Sumit Ajwani (The Hive)
Media placement: Website - Web - 17 November 2009

Describe the objective of the promotion.
One for Me One For You was created in response to the challenge of creating a national total confection program that included all of Cadbury’s brands. From chocolate, to gum, to gummy candies, it had to work aside from all the individual brand personalities and speak to the joyful and charitable spirit of the brand. Consumers were able to share in the good fortune of others without having to compromise their own desires. The promotion allowed them to both win a prize for themselves and help out the greater good by giving a prize to a charity as well.

Describe how the promotion developed from concept to implementation
The communication mirrored the promotion, as always two part: half winning, half giving. There was a grand prize of winning $100,000 for you, and $100,000 for the charity of your choice. Plus other paired prizes like winning movie passes, and having trees planted in your name. On the web, one side was all about winning, and one side was about giving. As soon as you landed on the page, two cursors appeared, and whatever you did on the giving side of the page, you did on the winning side as well. You couldn’t win without giving too.

Describe the success of the promotion with both client and consumer including some quantifiable results
This was the only program in Cadbury’s history to receive near perfect scores in research. It shattered IMI’s actions standards and was green-lighted based on potential for share gain and differentiation. With over 300,000 unique visits to the site and over 400,000 entries into the contest, the public showed their enthusiasm and proved their generosity. The response from the participating charities was inspiring as well. Each charity rallied around the program and campaigned for votes amongst their advocates with some of them even producing their own advertising around the promotion, and featuring our promotion on their own homepages.

Explain why the method of promotion was most relevant to the product or service
At a high level, Cadbury is a charitable company, with a history of bringing joy to both consumers and various charitable organisations as well. So it made sense to do a promotion that reflected their corporate values, of sharing and bringing joy.