2012 Winners & Shortlists

Results and Effectiveness

The Joyful Legacy The workshop attracted extensive PR coverage, spread across 40 press clippings. In addition, the number of fans on the Cadbury’s Dairy Milk Facebook page grew from 0 to 8,166 a 1-month period. We also managed to get Ali Al Sayed, a prominent local comedian and part of the Dubomedy troupe, on top regional channels such as MBC and Al Rai, to promote the initiative. By creating an opportunity for a Kuwaitis to experience the Cadbury brand promise, we gave Kuwait 60 amateur comedians prepared to “Multiply the Joy.”

Creative Execution

The Joy Makers Cadbury partnered with Dubomedy – a stand-up comedy and theatre troupe – to conduct a standup comedy workshop in Kuwait. The call for comedians spread across the city. Cadbury and Dubomedy facebook pages carried the announcements and fans shared the message with their friends, encouraging each other to try out. We didn’t leave recruitment efforts to social media alone, we supported the effort at youth hangouts and local university campuses - branding stands to create awareness & drive recruitment. The Academy of Joy took place over 3 days in Kuwait City. Aspiring stand-up artist were mentored in the essentials: stage presence, timing and comedic effect. Following the last class we held auditions to reward the best student with an opportunity to do live stand-up in front of a real audience. The most talented amateur comedian would perform their act alongside the professional Dubomedy artists live on stage!

Insights, Strategy and the Idea

Multiplying the Joy Cadbury Dairy Milk was a new brand in the region and needed to bring its brand promise of ‘Multiplying the Joy’ to life for consumers. This was a big task in good times, made harder by the recent upheavals in the region leaving consumers to feel that there is little to be joyful about. We know from the media & from TV programming that Arabs love comedy – comedy shows have always ranked amongst the highest rated programs. However, in the region, the practice of stand-up comedy is relatively in its’ infancy. There are only a handful of practicing Arab stand-up comedians, and fewer who actually perform in the Kuwait – one of Cadburys key markets. Cadbury Dairy Milk decided to tap into this bubbling social phenomenon, in the hopes of fostering local stand-up talent and “Multiplying the Joy.”