WHAT is Integrated Marketing Communication and WHO is Joyville?

The aim of this 6 part blog will be to explore and review the current integrated marketing communication campaign ‘Cadbury Joyvillle’ in Australia, to identify what media has been utilised and how its been integrated into the campaign and to determine if the campaign has in fact made you the consumer ‘joyous’ over the joyville campaign.

According to Belch, Belch, Kerr and Powell in ‘Advertising – An Integrated Marketing Communication Perspective’ in order for a company to maintain customer relationships, relationship marketing included Integrated Marketing Communication (IMC) is the ‘need to integrate their various marketing communication efforts such as advertising, direct marketing, interactive marketing, sales promotion, public relations, sponsorships and personal selling to achieve more effective marketing communications”.  

The Cadbury Joyville campaign centres on the fiction world of ‘Joyville’ and the one man who created it. As the story is outlined at http://joyville.cadbury.com.au/#!/joyville-story the dream was to bring people joy by making the most delicious chocolate. Whilst making the chocolate he discovered a unique ingredient: joy. The more fun he had making the chocolate the better it tasted. This one man discovered a place where ‘joy creates chocolate and chocolate creates joy’ and its in every block of Cadbury Dairy milk they make.

My next blog will focus on historically on the campaign in other countries around the world and an outline of the campaign here in Australia