Cadbury and Posterscope have developed a digital out of home ad format letting the UK public vote on the chocolate giant’s next Dairy Milk flavour.
The public can select one of three limited-edition Dairy Milk bars, which have been in stores for some time. The variants were created by ‘inventors’ last year and now digital ad boards will share live polling data, presented in the style of a political advertising campaign between three candidates, to decide which one will remain on sale.
Posterscope, working with Carat, placed the campaign across 50 large digital format screens and more than 500 digital 6-sheets, supported with static large and 6-sheet formats throughout July. The work will be locally clustered in the hometowns of finalists too.
Lyndsey Homer, junior brand manager of Cadbury Dairy Milk, said: “We wanted a campaign that we could be confident would get the public behind our three Inventors and encourage them to take part in selecting which flavour we introduce to the Cadbury Milk Bar range. Using the live polling data will create a sense of excitement and urgency among the public to get out and vote for their favourite.”
Juliet Pigache, comms planning manager at Carat, added: “It was a no brainer for us to use digital out of home for this stage of the Cadbury Inventor campaign. It gives us nationwide reach while also having the ability to use location data to home in and serve tailored creative executions in our inventors’ hometowns and counties, helping to drive local support in the final voting.”
Fleur Greenfield, client executive at Posterscope, said the campaign will draw on live voting and location data to serve a campaign that is relevant to consumers wherever they are in the country.
As part of the final vote, celebs have been drafted to support each flavour in activity organised by Golin.
The celebrity line-up includes Leeds-born comedian Keith Lemon supporting 'SIMPLY THE ZEST', former The X Factor judge Louis Walsh supporting 'CHOCA-LATTE', and finally Mancunian Take That’s Howard Donald, backing 'THE RASPBERRY SHORTCAKE'.
The winner will be announced in September.