The final wrap up

THE FINAL WRAP!

According to Blech, Belch, Kerr and Powell,(2012, pg34) the wide range of marketing communication tools such as advertisements, sales promotions, experiential marketing, public relations and internet marketing must be coordinated to optimise communication effectiveness and present a consistent image to the target audience. I believe that Cadbury have successfully achieved the objective with their Cadbury Joyville campaign so far.

As showcased in earlier posts, Cadbury have utilised various sources including new media to cut through with their marketing messages. In particular Generation Y, for a product which is low risk according to cost, they would respond to this form of advertising positively as “they prefer to encounter marketing messages in different places and from different sources” (Beclch, Belch,Kerr Powell 2012, pg 34)

In terms of consumer behaviour, through the Joyville Campaign, Cadbury is primarily promoting the brand as opposed to a particular product within the range. As the Cadbury brand has very strong brand recognition, it would most likely be in the consumers evoked set. The Joyville campaign has been successful in targeting a consumer’s social needs in the sense of belonging and love through the reference to joy, what brings joy in the consumer’s life?

In particular incorporating the experiential element to the campaign, it is assisting in creating talk ability around the brand as well as gaining PR buzz. By bringing a tangible link between the concept of ‘joy’ and ‘chocolate’ with the ‘Special Delivery’ promotion, consumers can see the strategy of the advertisement come into fruition.

According to BandT.com.au (2013) the strategy behind the campaign was to bring the product back into the centre of the marketing experience, as well as increase sales and share targets.

Ben Wicks, GM Marketing for Cadbury stated that through the success of the campaign “they have succeeded projected annual sales as well risen  by 10% since the launch of the campaign” (BandT. 2013) 

I believe that not only has the Joyville campaign been a success in regards to profitability to the company, but also has successfully introduced the public to the magical world of Joyville, and have created a holistic platform which is engaging to the consumer to launch products in the future.

References:

Cadbury Joyville to make Easter return, BandT.com.au, 2013,. available http://www.bandt.com.au/news/advertising/cadbury-s-joyville-to-make-easter-return (accessed 22 March 2013)

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

Did anyone order a Special Delivery?!

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. 

http://joyville.cadbury.com.au/#!/joyville-special-delivery

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 3^rd 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:

http://www.campaignbrief.com/2013/01/its-joy-on-wheels-as-the-joyvi.html

http://www.bandt.com.au/breaking-campaigns/joyville-gets-life-sized

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)

What a Marvellous Creation!

In 2012 Cadbury launched “Marvellous Creations” as part of the Cadbury Joyville campaign. The initial launch amplification was made via TVC across prime time, free to air networks in Australia. (Campaign Brief, 2012)

The TVC which still runs in 2013 on free to air networks again features the iconic Cadbury Joyville branding including purple and white colouring, Joyville characters and fun and uplifting music featuring a big band style melody. The last frame of the TVC showcases the point of purchase packaging of Marvellous Creations so to be easily recognisable in supermarkets. 

Integrated with the TVC is the Internet marketing of Cadbury Marvellous Creations through the Marvellous Creations' Facebook page. http://www.facebook.com/CadburyMarvellousCreations  

point of purchase packaging, sales promotions as well as outdoor marketing via billboards and bus shelters.

The Cadbury Marvellous Creations Facebook page features both promotions directly linked to Marvellous Creations through a 'Like' mechanic as well as updating consumers on price promotions at particular supermarkets. 

 

Sales promotions I have seen have been advertised in Woolworths catalogue featured both online as well as in Sydney metro newspapers as well as 7Eleven catalogues, which featured online as well as on point of purchase signage in store.

WOOLWORTHS SPECIALS

7ELEVEN SPECIALS

In addition to the Marvellous Creations advertising through TVCs, newspapers, social media and point of purchase, Cadbury has also integrated Marvellous Creations as part of the Joyville campaign onto outdoors advertising. Pictured below is an example of outdoor advertising on the side of a bus shelter. This form of advertising as well as the TVC is a form of mass media advertising, it is not segmenting their target audience but promoting on a large scale. 

Reference:http://www.campaignbrief.com/2012/05/marvellous-creations-is-the-ne.html

Going to the chapel and their going to get married!

The Story of the 'Joyville Girl' and the 'Baker Boy'

Today’s blog is centring around the story of the Joyville bride and a baker boy, this TVC was published on 20^th February 2013 and released on free to air television. It celebrates the marriage of a ‘Joyville girl’ and a ‘baker boy’. The Joyville branding throughout the ad is easily recognisable, from the Joyville characters in purple and white costumes and the music overlay is similar to previous Cadbury Joyville TVC’s.  The advert is cleverly used as a platform to introduce the new ‘cadbury biscuits’  which is a marriage between Cadbury chocolate and biscuit. Cadbury has successfully introduced the two new products (Cadbury fingers and Cadbury biscuit Freddo) in a holistic way, the strategy of the ad is to get consumers excited about the characters of Joyville and the secondary to know there is two new products in the market. 

Integrated with the TVC is the digital promotion driven by Cadbury’s Facebook page www.facebook.com/cadburydairymilkaustralia 

The promotion offers consumers the chance to win their own Joyous Union which is a trip to see a loved one or 1 of 200 Cadbury Biscuit packs by simply clicking  ‘like’ on Cadbury's Facebook page.  

The online promotional mechanic asks entrants to upload a snap of their most joyful moment and describe what made the moment so joyful. The promotion is asking consumers to engage with the brand, the consumer insight is that chocolate releases positive endorfines that brings people joy, and by asking people what their most joyful experience was links joyful moments with Cadbury chocolate and in turn the strategy that consumers will purchase Cadbury over another chocolate brand like Lindt or Red Tulip. 

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

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