2012 Winners & Shortlists

Results and Effectiveness

An estimated 50,000 cinemagoers experienced our unexpected Cadbury Joy skits. Across this same period, Cadbury Dairy Milk sales volume in the UAE grew by an average 15% (vs. STLY), while market share increased by 1.2pp. Most importantly, we left 50,000 movie goers with an unexpected moment of joy to share with their friends.

Creative Execution

A captive audience, a quiet place When you enter cinema theatres the space is dark and people tend to talk in whispers. It’s all quite business as usual until the lights dim, the movie begins and everyone is transported into Hollywood in the space of a two foot chair. We saw this captive audience patiently waiting, and we wanted to entertain them. As viewers took their seats they found their first unexpected treat – a CDM Chocolate bar. As people settled in to watch the previews, Cadbury brought out the truly unexpected – stand-up comedians! Across the UAE, different skits were entertaining unsuspecting moviegoers, each skit adapted to the upcoming film. For instance, Justin Beiber movie, the skit took on an unusual American Idol audition, where ‘Justin’s grandparents’ showcased their skills by singing and dancing to the latest Rap songs – much to the delight of the audience.

Insights, Strategy and the Idea

Unexpected Joy Have you ever noticed that you laugh harder if something funny happens when you’re not expecting it? We found this out as we set out to the streets and saw that spontaneous laughter among friends and strangers usually lasted longer when it came out of the blue. Cadbury, a brand whose promise is to “Multiply the Joy” should be a part of this unexpected moment of joy. There were many comedic series on TV we could sponsor or radio pranks we could brand, but no media was offering us the opportunity to put our brand in the hands of happy people at just the right moment of laughter. We simply had to create a new media, the media of unexpected joy.