Cadbury has officially kicked off its Christmas
campaign with the launch of a new TVC via Saatchi & Saatchi, Sydney,
and is bringing the campaign to life with a multi-platform approach;
through a series of experiences, supported by PR, content and social,
delivering joy across Australia, with a new joy delivery every week for
five weeks.
Cadbury will deliver joy each week, centered around
its four iconic Christmas and Gifting products: Cadbury Advent Calendar,
Cadbury Baubles, Cadbury Favourites and Cadbury Dairy Milk Giftbox.
The
brand will cover a lot of ground around the country over the festive
season with a giant Cadbury Deliveries truck planned to travel to each
event and location. At the heart of each experience will lie a PR,
content and social-led approach to announce and amplify each event;
spreading joy to millions of Australian's ahead of Christmas.
VIEW THE SPOT
The campaign kicked off on the weekend with First Fleet Park playing
host to the first Cadbury Joy Delivery: Christmas Countdown. At this
event, an Advent takeover featuring four themed pop-up stations,
transformed the park into a magical Christmas wonderland. Festive
traditions we all know and love including snapping your family Christmas
photo with Santa or sharing a moment with your loved one under the
mistletoe, came to life; creating an unforgettable family experience.
Newcastle
is the second stop, with the Cadbury Joy Deliveries transforming Civic
Park into a Christmas tree wonderland to launch their newest Christmas
product, Cadbury Baubles. Locals will be invited to decorate a forest of
Christmas trees using the new Baubles range.
Amongst the forest,
will be an enormous signature tree with a giant mirror strategically
placed above the tree to create a unique illusion for attendees, that
they are floating above the tree to hang a bauble on it.
Cronulla
is up next with a beach get-together brought to you by Cadbury
Favourites, celebrating the fact that sand is the snow of Christmas in
Australia. More than 15 tonnes of sand will be delivered to Cronulla
Park to transform the area into a spectacular Santa Sleigh sculpture,
beach goers will have the chance to build their own sand monument and
ice cream trucks on site to hand out free ice cream accompanied by your
choice of your favourite Favourites on top.
The Cadbury Joy
Deliveries campaign will end with a bang as Eurovision and X-Factor
Winner, Dami Im and her Cadbury Christmas Choir surprise a select number
of deserving CBD-based Melbournians and their colleagues by singing
their favourite carols. To win a choir for your office, you can head to
www.cadburyjoydeliveries.com.au.
Says Kjetil Undhjem, director marketing chocolate
ANZ, Cadbury: "We are delighted for the first time ever to be
supporting the Cadbury masterbrand with this unique multi-platform
approach at Christmas. Cadbury is a brand that has a long history of
bringing joy to Australian families' lives and we're proud to continue
this at Christmas with our Cadbury Joy Deliveries, helping us achieve
our ambition of making Cadbury synonymous with Christmas."
Client: Mondelez International
Creative: Saatchi & Saatchi
Activations: Banter
PR: iD Collective
Media: Carat