2015 Cadbury Win a Joynormous Surprise

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A COMBINED ON PACK AND LIVE ENGAGEMENT CAMPAIGN THAT DELIVERED MAJOR LIFE-CHANGING SURPRISES IN A TRULY ENGAGING AND MEMORABLE WAY

Win a Joynormous Surprise was a first of its kind – a promotion with a prize fund that consumers wouldn’t know the identity of unless they took part and won. The prize fund would be completely tailored to the winners and kept secret until the last possible moment, meaning that the element of surprise could be truly heightened.

To raise awareness of the integrated activity, we created a Joynormous vending machine, which communicated joy by coming to life and offering an unexpected surprise to selected passers-by. This activation, in Covent Garden for a week, would mimic the on-pack promotion mechanic in the live environment to drive public and PR interaction and deliver an engaging piece of social content. Joy Agents were sent around distributing promotional chocolate bars and scratch cards to passers-by. If a scratch card revealed a winner, the Joy Agents guided them to the Joynormous Machine that came alive once they pressed the magic button. With the help of Freddie Flintoff playing our genie inside the machine, guests were taken through a series of filtering questions, ensuring we could tailor a prize just for them.

Overall through it was the Joynormous Surpises we delivered from over half a million entries received, that made this campaign - Just some of them included a couple being able to get married, someone fly off to have a professional theatre lesson on Broadway, a family get up close and personal with the big 5 on Safari in South Africa and someone visit a Comic Convention in San Diego!

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