Every Year Cadbury releases a chocolate advent calendar alongside a host of other Xmas themed confectionary.
Whilst a lot of people continued to buy Cadbury chocolate out of habit, familiarity, a strong in-store presence and simply liking the taste. The sheer familiarity of a brand most people have been familiar with throughout their lives put it at risk of being treated with indifference in a highly competitive sector.
The brief was to deliver a Christmas campaign which was unlike any previous Cadbury work. One which delivered an ongoing brand story throughout the lead up to Christmas.
The solution was to create an advent calendar on an epic scale.
24 days to Xmas, 24 Cadbury trucks delivering 24 different brand experiences to 24 towns and cities across England.
The Campaign started with TV.
Three different ads went out. The first, in mid-November, teased the experiential activations which were to come by showing Santa and his helpers loading 24 trucks at Cadbury HQ before watching them depart on their journeys across the UK.
Then every day from the 1st to 24th December a Cadbury truck arrived in a different location across the UK, bringing a series of experiences to thousands of people and delivering an evolving brand story throughout December.
“24 Different Experiential Events across the UK in 24 Days. Watch to see some of the experiences we brought to the country”
Video content was created around every event. These along with initiatives driven by PR and social media, kept conversations going on both a national and local level all the way up to Christmas.
The second and third TV Ads, went out in early and mid-December and featured content filmed at the experiential activations.
What we Made
Building on the core creative concept by Fallon, we devised the creative ideas for the experiential events and delivered all the production and planning to make them happen.
Experiences included: Inviting people to kiss under a giant mistletoe, outdoor cinemas events and hero events, like bringing a real snowy white Xmas to a grey city center which saw People queuing down the street for a chance to have a snowball fight, go sledging, or build a snowman.
“The Launch TV Ad for the Cadbury Xmas Campaign: Santa and his helpers load 24 Trucks at Cadbury HQ before sending them off across the UK to deliver Cadbury Joy to people across the country”
Apart from the creative challenge of developing so many different experiences, the project also involved shrewd use of budget. We had to choose where to focus on big budget, hero activations (such as the ‘Guaranteed white Xmas’) or smaller experiences such as the outdoor cinema events.
And of course, there were the logistical challenges in making sure all 24 experiences across the UK, went without a hitch.
It all resulted in one of the most talked about experiential activations of December 2016.
What we did: Concept Development / Creative Direction / Production / Project Management
Agency: Saatchi & Saatchi / Fallon