Category: Best use or integration of experiential events
Advertiser: KRAFT PHILIPPINES
Product/Service: CADBURY DAIRY MILK CHOCOLATE
Agency: ACE SAATCHI & SAATCHI
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Creative Director: Trixie Diyco (Ace Saatchi & Saatchi)
Copywriter: Bia Fernandez (Ace Saatchi & Saatchi)
Copywriter: Kiten Capili (Ace Saatchi & Saatchi)
Art Director: Reg Lota (Ace Saatchi & Saatchi)
Art Director: Kevin Beltran (Ace Saatchi & Saatchi)
Account Supervisor: Maine Gatbonton (Ace Saatchi & Saatchi)
Account Supervisor: Arvee De Guzman (Ace Saatchi & Saatchi)
Planner: Carmen Antunez (Ace Saatchi & Saatchi)
Planner: Mel Garovillo (Ace Saatchi & Saatchi)
Producer: Michaelangelo Reyes (Ace Saatchi & Saatchi)
Producer: Telly Arce (Ace Saatchi & Saatchi)
Media placement: ON-GROUND ACTIVATION - MALLS - DECEMBER 10, 2011
Media placement: FACEBOOK - ONLINE - DECEMBER 10, 2011
Media placement: ONLINE VIDEOS - ONLINE - DECEMBER 11, 2011
Campaign Description
In the Philippines, television spot prices can be extremely prohibitive to brands without hundreds of millions to spend on media. Thus, in recent years, Cadbury Philippines has not been active above-the-line.
To get the attention of our target market despite the lack of above-the-line presence, we needed to create branded content that would engage our target market, without having to spend millions. Cadbury Dairy Milk Sing for Joy did exactly that. Thanks to the effort, thousands of Cadbury chocolate was given away, hundreds of videos were uploaded on Facebook, we got a 200% increase in 'likes', over 100,000 people 'talking about this', and 4m worth of impressions. Most importantly, sales increased by 20% during the campaign period.
Effectiveness
Cadbury Dairy Milk is the chocolate brand that encourages everyone to ‘Share the Joy’. We had to promote the brand based on this equity during the holiday season. What better way to ‘Share the Joy’ than sing. Introducing, the Cadbury ‘Sing for Joy’ Vending Machine. The first vending machine that accepts not money – but singing – for a Cadbury chocolate. The machine was equipped with a camera, video screen, sound system and recording capabilities. It enabled consumers to choose a song, then sing along to the music and lyrics which appeared over a live video image of themselves on the screen.
Upon completing their song, the machine dispensed a Cadbury chocolate bar. Hundreds of videos were recorded by the machine and uploaded to the Cadbury Facebook page, and the top video won P40,000. And the top 10 funniest videos were released as the ‘Sing for Joy’ Greatest Hits DVD – free with a purchase of Cadbury chocolate at selected venues. Thanks to the effort, thousands of Cadbury chocolate was given away, hundreds of videos were uploaded on Facebook, we got a 200% increase in 'likes', over 100,000 people 'talking about this', and 4m worth of impressions. Most importantly, sales increased by 20% during the campaign period.
Implementation
To drive consumers to the event, we created online videos featuring different amateur bands singing different popular Christmas carols, each in a different genre. At the end of the video, we challenged viewers to go to the Cadbury Sing for Joy Vending Machine, do better than the band to get a chance to win P40,000. After each run, we also posted the videos of the people who did use the Cadbury Sing for Joy Vending Machine and invited those watching the videos to also try it out for themselves.
Outcome
Cadbury Sing for Joy Vending Machine is probably the most successful effort of Cadbury Philippines to date and is considered a benchmark campaign by the brand team. Thanks to the effort, thousands of Cadbury chocolate was given away, hundreds of videos were uploaded on Facebook, and we got a 200% increase in 'likes', over 100,000 people 'talking about this', and 4m worth of impressions. Most importantly, sales increased by 20% during the campaign period.