Cadbury spreads joy in Waterloo
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Cadbury launched a unique consumer experiential initiative this week, which included taking over the UK’s largest indoor advertising screen, Motion@Waterloo, for two days this week with a live augmented reality campaign.
Real-time, spontaneous ‘joy’ was created for commuters as they were challenged to virtually burst 3D models of ‘chocolate joy’ placed above their heads. Commuters passing by the experiential zone were also encouraged to tweet @CadburyUK using the hashtag: #FreeTheJoy.
The initiative was created by Cadbury to bring to life their high-profile on-pack promotion where consumers have the chance to win a money-can’t-buy prize – whatever brings them joy, made out of Cadbury chocolate.
Matthew Williams, marketing director at Mondelēz International, said: “Our on-pack promotion is all about triggering the joy reflex, in unexpected, everyday situations. Winning what brings you joy made out of chocolate is a concept with huge appeal, and through these two interactive and engaging stunts we’re bringing it to life in a truly energetic and ‘joyous’ way that only Cadbury can!”
This was a fully integrated campaign with GolinHarris, PrettyGreen, PHD, Talon, Elvis Communications, Grand Visual, JCDecaux and JCDecauxLive.
