WHAT IS JOYVILLE ALL ABOUT?

The Cadbury Dairy Milk Joyville Campaign has had success globally in particular in the UK surrounding its sponsorship with Olympic House for London 2012 Olympic games - for more info visit: http://www.cadbury.co.uk/london2012/our-campaigns/Olympic-Events

The launch of the Cadbury Dairy Milk’s Joyville campaign in Australia was first amplified by Saatchi and Saatchi Sydney In April 2012. The rollout was introduced via the below TVC that shows the residents of Joyville making the chocolate as well as using the brands identity of purple throughout the clip. The campaign was supported by an integrated marketing campaign including advertising, PR, digital elements and experiential marketing.

 

One such experiential campaign was the incorporation of the TVC released in July 2012 from the experiential activation of the ‘Joyville Train’ visiting Sydney’s busiest train stations….. check it out

Saatchi and Saatchi Sydney have come back on board and have launched the 2013 Joyville Campaign. The first part of the campaign is supporting the digital “Special Delivery” promotion that is referred to by Saatchi and Saatchi as ‘every chocolate lovers dream”. Ben Wicks, General Manager, marketing chocolate for Cadbury expresses that the promotion is an extension of the Joyville story and will build on Cadbury’s mission to recognising and celebrating what brings real people joy.  The promotion will integrate advertising, experiential marketing, PR and social media to roll out the campaign.(Saatchi&Saatchi 2013)

I believe the campaign is a clever move for Cadbury, they are using an already successful platform to not only engage the public with the 'joy' that Cadbury chocolate can bring, but also a way to introduce new Cadbury products into the market place in a holistic way.

Stay tuned for my next blog which will focus on the current campaign and what noise they have been making!

References:
Hot off the press from Joyville, Saatchi Asia Pacific, 2013 available http://www.saatchiasiapacific.com/2013/03/hot-off-the-press-from-joyville/  (accessed 11 March 2013)

Belch,G, Belch, B, Kerr, G, Powell, 2012, Advertising, An Integrated Marketing Communication Perspective,  McGraw Hill, Australia