2016 Winners & Shortlists

CADBURY MARVELLOUS CREATIONS ACTIVATION

BrandMONDELÉZ
Product/ServiceFMCG
EntrantLINKVIVA Dubai, UNITED ARAB EMIRATES
CategoryUse of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals
Entrant Company LINKVIVA Dubai, UNITED ARAB EMIRATES
Advertising Agency LINKVIVA Dubai, UNITED ARAB EMIRATES
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

The Brief

- To create a space where consumers could fully experience the new launch of Marvellous creation and engage with the product - Playing on the fantasy of a magical chocolate factory - Integrate Mondelez existing products within the campaign - Constantly engage, entertain and inform consumers whilst they visited the stand - Offer creative sampling solutions to consumers - Create an engaging social media platform and communicate directly to consumers via social media channels

Creative Execution

To carry the message of the campaign, we transformed a famous London Routemaster bus from top to bottom, inside out into a fun, engaging chocolate factory on wheels. With this strategy we were instantly enabled to target as many locations as possible, whilst offering the campaign constant exposure when on the move. At each 'stop', the 'factory' opened it's doors and we offered Marvellous Creations samples that allowed consumers to try the product in a fun, interactive environment with each consumer able to tailor their own taste experience with the up to 6 different toppings available. Furthermore, we acquired the services of three notable UAE RJ's, to give the campaign additional mass exposure - who actively participated on the bus's tour. The campaign ran from 8th December to 26th December and stopped at 4 strategic locations throughout the UAE, whilst following a carefully pre-planned route map for the other days.

Describe the success of the promotion with both client and consumer including some quantifiable results

Please refer directly to the results video, created by LINKVIVA, with the campaign reach statistics provided by Starcom within it.

Explain why the method of promotion was most relevant to the product or service

This entry is very appropriate for this category as it was one message, transmitted throughout various locations in the UAE and reached a mass audience over a period of 18 days.

Credits

Name Company Role
Khalid Rashid LINKVIVA FZ LLC Senior Account Manager
Marilyn Tavares LINKVIVA FZ LLC Senior Account Executive
Rhozemarie Ampuan LINKVIVA FZ LLC Account Executive
Morgan Merle LINKVIVA FZ LLC Associate Creative Director
Aerol Nastor LINKVIVA FZ LLC Creative Manager
Albert Martinez LINKVIVA FZ LLC Creative Manager