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Cadbury goes toot toot
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Jul 19, 2012
allaboutoutdoor.com Bureau,
New Delhi |
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Cadbury Dairy Milk chocolate has unleashed
a giant purple steam train onto the Sydney suburban rail network in one of its biggest
experiential activations of the year.
The steam train is an extension of its Joyville brand story, which started in April
with a TVC depicting Joyville as the place where Cadbury chocolate is made.
The train pulled into the stations at Redfern, Central and Strathfield and the "Joyville
workers" on board shared chocolates with commuters.
Four secret cameras captured the surprise of travellers and the highlight of this
footage formed a TVC, which will air across major TV networks in Australia, in cinemas
and on Facebook.
A digital strategy will support the Joyville Train activation including a Facebook
page encouraging user generated content, and an online portal featuring the Joyville
Train.
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Ben Wicks, general manager marketing
of chocolate for Cadbury Dairy Milk, said the Joyville train was an ambitious activation
that would set new standards for experiential marketing across Australia.
"When Joyville was launched in April this year we promised to deliver joyful and
playful experiential activities that consumers have never seen before.
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"We not only believe that the Joyville
train delivers on this promise, but it may also be one of the biggest activations
to hit Australia this year," he said.
The Joyville train was brought to life by experiential agency Wonder. The TVC was
developed by Saatchi & Saatchi Sydney and produced by Jungle Boys.
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