Cadbury has unveiled two experiential stunts this week; the first being a Joy Boutique in Covent Garden, and the second using augmented reality on the recently launched motion screen at Waterloo Station - Motion@Waterloo.
Part of a £4m UK marketing investment including PR, digital and social activation, the projects by GolinHarris aim to raise awareness of an on-pack promotion, offering consumers the chance to win whatever brings them joy, made out of Cadbury chocolate.
The Waterloo station stunt on the JCDecaux screen was conceived by digital agency Elvis, and saw 3D models of ‘chocolate joy’ placed above commuters’ heads to guess what they may be thinking about – from football, to cars and shoes.
Grand Visual provided the creative technology solution and developed the bespoke interactive application, whilst PrettyGreen handled experiential activity at the station, which saw those who tweeted @CadburyUK receiving a free chocolate bar.Matthew Williams, marketing director at Mondelēz International, said: “Our on-pack promotion is all about triggering the joy reflex, in unexpected, everyday situations. Winning what brings you joy made out of chocolate is a concept with huge appeal, and through these two interactive and engaging stunts we’re bringing it to life in a truly energetic and ‘joyous’ way that only Cadbury can!”
The second stunt, the pop-up Joy Boutique, was opened by Myleene Klass and saw shoes made entirely of Cadbury chocolate crafted by food artist, Prudence Staite.Sampling staff posed as boutique ‘assistants’ to welcome consumers, with each visitor receiving a promotional Cadbury bar and the chance to tweet a picture of their favourite shoe in store to win a pair themselves.