Cadbury: Giant Advent Calendar
Experiential on an Epic Scale. With 24 days to Christmas, Cadbury sent 24 trucks to 24 locations across the UK to deliver 24 different experiential activations.
Project:
Cadbury: Giant Advent Calendar
Client:
Cadbury (Agencies: Saatchi & Saatchi & Fallon London)
Services:
Event Production, Concept Development (Experiential), Creative Direction (Experiential)
Every year Cadbury releases a chocolate advent calendar alongside a host of their other confectionary. But the ubiquity of Cadbury, a brand that most people have been familiar with all their lives, put it at risk of being treated with indifference in the competitive Christmas confectionery market.
The Brief:
To deliver an integrated Christmas campaign across TV, Experiential, Online and Social…
One that got people talking about Cadbury again and reminded them why it is the UK's favourite chocolate.
Solution:
An advent calendar on an epic scale made up of 24 huge trucks
Every day between the 1st and 24th of December, one of these trucks arrived in a different location across England and opened it’s doors to reveal a different brand experience. The goal was to deliver an evolving, month-long brand-story, giving people a reason to keep talking about Cadbury throughout the lead-up to Christmas.
Activity:
The campaign started in November with the first of three TV ads, teasing the campaign to come.
Then on the 1st of December the first experiential event was activated, marking the start of 24 days of experiential activity across Britain. Two more TV ads which aired during December, were created from content filmed at the events.
The 24 experiential activations included The Cadbury Giant Mistletoe event, The Cadbury White Christmas, which brought a real-snow winter wonderland to a typically snow-free British Christmas. And a giant Christmas tree delivered to a small town that had never had one of its own where, locals were invited to decorate the tree themselves by writing personal Christmas messages on giant tree decorations, bringing the whole town together for a night of celebration.
Results:
Amplification of the experiential events across traditional press and social channels kept conversations going on about Cadbury on a national and local level all the way up to Christmas
The sheer number – and scale – of the experiential activations ensured that 1000s of people across the nation were able to be part of the experiences. This army of happy consumers amplified the events across their social channels reaching 1000s more.
The 24 experiential events, combined with the TV campaign, social and PR initiatives as well as coverage in traditional media resulted in one of the most talked about experiential activations of the year.
