2014 Bronze Best Use of Experiential
18 May 2015
'#FreeTheJoy Billboard'
Client Cadbury / Modelez
How did the campaign make a difference? Cadbury believes there is joy within us all but the world teaches us to suppress and control these feelings. Its challenge was to demonstrate this brand belief to the maximum possible audience and engage people beyond a traditional broadcast campaign.
By staging a mass intervention in Waterloo station during rush hour – one of the most mundane and least joyful moments imaginable to the average commuter – the brand created a joyful experience for 160,000 people and (more importantly) used social to share it with over ten times that number and reach millions across the UK.
Strategy Cadbury used the UK's largest indoor advertising screen and the latest motion capture technology to create an augmented reality game in the middle of Waterloo station.
This moment of irrepressible joy was shared with millions of people through social media – with the rest of the UK invited to get involved. By using the hashtag #FreeTheJoy, people could tell the brand what brought them joy – and enjoy their 15 minutes of fame as their tweet was broadcast live on the big screen in Waterloo.
By closing the loop between the virtual and physical worlds, the campaign turned what could have been a small but effective piece of activity into a large scale campaign that exceeded all expectations.
Creativity An augmented reality game in the middle of Waterloo station injected a moment of spontaneous and irrepressible joy into the mundane routine of the daily commute.
Bespoke 3D chocolate models grabbed commuters' attention on the 40 metre long, high definition screen. Each object was cheekily crafted by the campaign team behind the scenes to reflect what was hoped would bring them joy: a pair of high heels for a fashion conscious shopper, an engagement ring for a loved-up couple. Commuters were then challenged to 'burst' the chocolate image with a kick or a flick to win a bar of chocolate.
A film of this joyful intervention was edited overnight to allow Cadbury to share the campaign more widely through social media by showing the infectiously spontaneous and genuine reactions of commuters as they interacted with the billboard.
Results Over 160,000 people saw the campaign first-hand in the station, but the real results of this campaign came from increasing reach by a factor of ten through social media. The film was viewed 47,000 times, 1.6 million people saw the activity on Facebook and campaign tweets were seen over 3 million times.
A softer measure of success was the thousands of people using #FreeTheJoy to share their suggestions of what would bring them joy:
"Trying to grab imaginary bears at Waterloo station #FreeTheJoy".
@gagakelvin
@gagakelvin
"#FreeTheJoy I would like a pillow made of chocolate".
@abica12
@abica12
"GENIUS!!! What a brilliant way to bring happiness and smiles to a place where everyone is usually pretty miserable! #FreeTheJoy".
@kmclags
@kmclags
Team Bene Tanser - Interactive Designer, Catherine Rowley - Senior Brand Manager, Matthew Williams - UK Marketing Director, Jason Garfield - Interactive Design Lead, Katie Bashford - Brand Manager, David Yates - Planning Director, Camilla Yates - Senior Planner, Nicola Anderson - Account Director, Luise Hales - Project Manager, Neil Carding - Designer, Caroline Davison - Client Services Director
Other contributors PHD (Planned and brokered Waterloo media takeover)- Grand Visual (Provided technology / interactive application intferface)- Pretty Green (Concourse sampling support)
Other contributors PHD (Planned and brokered Waterloo media takeover)- Grand Visual (Provided technology / interactive application intferface)- Pretty Green (Concourse sampling support)
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