Did anyone order a Special Delivery?!
One of the most exciting elements
of the Cadbury Joyville Campaign is the experiential marketing activations,
which Cadbury have integrated into the Joyville campaign. As referred to in my earlier post, in 2012 saw the Joyville train and this year
is the incorporation of ‘The Joyville Special Delivery’ activation. The ‘Special Delivery’ element of the
campaign is an online competition driven from Cadbury Joyville’s website and
Joyville Facebook page which asks consumers to ‘pop’ a balloon on their website
for a chance to win 1 of 1000 cadbury blocks everyday or the opportunity for
consumers to win a generous size chocolate sculpture which has been moulded
into a replica of what brings them joy.
The experiential element of the
promotion is the delivery of the chocolate sculptures as well as bringing to life the
Joyville brand with the deliveries been made by the real life Joyville characters driving
the Joymobile. Integrated with the experiential campaign, TVC’s have been rolled
out to advertise the promotion. The first of the TVC’s was released on 3rd
February 2013 which explains the promotion with the call to action to drive
consumers to the website to enter.
The second TVC rolled out was the
surprise delivery of a chocolate BBQ to Naomi Newton from Ballarat
(Bandt, 2013) A film crew captured the special delivery with Saatchi and
Saatchi developing a 15 second TVC to showcase the promotion so far.
Integrated with the TVC and
experiential campaign are the sales promotions found in store as well as promotional packaging of Cadbury
dairy milk chocolate blocks as seen in the TVC below.
The ‘special delivery’ activation
has in turn received PR around the campaign which has strengthed the
integration of the campaign itself. Industry websites including BandT,
Mumbrella and Campaignbrief have all commented on the success of
the Joyville campaign and in particular featured the Special Delivery component
of the campaign. To read the PR stories surrounding the campaign check out the
below links:
References
Cadbury Joyville story continues this Sunday Feb 3 via Saatchi & Saatchi Sydney, Campaign Brief, 2013, available http://www.campaignbrief.com/2013/01/its-joy-on-wheels-as-the-joyvi.html (accessed 18 March 2013)
Cadbury Joyville story continues this Sunday Feb 3 via Saatchi & Saatchi Sydney, Campaign Brief, 2013, available http://www.campaignbrief.com/2013/01/its-joy-on-wheels-as-the-joyvi.html (accessed 18 March 2013)
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