FLY CADBURY AIR
Helping Cadbury give 38 million that Friday Feeling.
BRIEF
Snacking on chocolate was on the decline and had been for the past 10 years. More and more it was becoming a special treat (for obvious reasons). But research told us that the time people like to treat themselves is a Friday afternoon. The trouble was - they weren’t treating themselves to Cadbury bars.
We needed to create a campaign that celebrated this Friday feeling and that could be brought to life across five of Cadbury’s countline products.
IDEA
We created a nationwide off-pack promotion and gave consumers the chance to ‘Fly Cadbury Air’ to one of five exciting locations for a weekend full of joy.
To hammer home that Friday Feeling, everything – the prize draws, social media posts, take-off – kicked off on our favourite weekday. And from hot-air ballooning in Barcelona with Wispa to Ferrari racing in Monaco with Twirl, each prize matched the personality of the corresponding bar, with all communication and collateral to match.
But it was more than an exciting holiday. The campaign stretched across POS, a microsite, as well as a fully decked-out departure lounge, branded private jet, travel guide, boarding passes, funny phrasebooks, dancing traffic controllers – the works.
RESULTS
The activity was communicated through 30,000 in-store POS displays, OOH 6-sheets, radio ads and social activity on Cadbury’s Facebook and Twitter pages.
Results exceeded all expectations for one very happy client.
Sold 38 million bars – 10.3% over target
125,000 online visitors, trafficking 96,250 entries
104,594 unique entries – 4.6% over target
19% engagement on social channels