Cadbury Made To Share Cafe

8. Brand Experience & Activation Kancils [8.3 Best use of events & live experiences]

case film

case board

creative assets

Links:

https://www.youtube.com/watch?v=oL1THtkfXAM&t=208s

Product/Service:

Cadbury Dairy Milk

Client:

Mondelez Malaysia Sdn Bhd

Brief:

Inspired by its iconic glass and a half logo, Cadbury has always held one thing at the core of everything it does - Generosity. This is the inspiration behind their global packaging design template “made to share”. The design template uses the shape of its chocolate bar itself to split it up into different insights on human generosity, showing that generosity is not always equal: Created in the UK, the Malaysia team were tasked with creating locally relevant on pack executions of MTS. Supporting the campaign, Cadbury Malaysia also had an on-ground Cadbury Truck activation that could create personalised chocolate bars. The agency was briefed to incorporate this on-ground activation into the launch of the new packs.

Solution:

The agency set itself an additional challenge. The MTS design idea is a brilliant means of showing insightful human moments. As well as creating localised executions - could we use the template to create something genuinely engaging with the activation? The penny drop moment: If each individual MTS grid is an insightful human moment, what if we could link the grids together to tell a wider story? What if we treated the MTS grids as a storyboard? The Idea: Cadbury Made To Share Cafe - A World Premiere. Using the MTS template, we would transform a cafe into a stage, performing an engaging story of Malaysian generosity live to all of that pass by. The Technology Unlock: We sourced innovative new LED tech from china (insert the tech specs of the LED grids and how they work) The Story: By linking together 20 animated MTS frames, yhe agency created a simple and witty story about 3 best friends meeting up in a cafe. The frames unfolded a tale of one of the friends trying and failing to break the huge news of her engagement. The Rehearsal: Collaborating with (name of Ian’s company) we rehearsed the play, timing and blocking were crucial to sync up with the animated frames The Activation: We purposefully chose a high footfall location and timing - petaling street Saturday afternoon. Details of the activation go here = Petaling st, number of performances, the cadbury truck and what it did. Results: 1 world premiere. Four live performances (one per hour from 11-3pm). Hundreds of entertained passerbys, over 1,000 personalised cadbury bars.

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