Cadbury Bubbly Chocolate Bar Advertising Concept
BRIEF Create a campaign that promotes the new Cadbury鈥檚 Dairy Milk Bubbly Chocolate Bar to nationwide consumers in a fun and engaging way. THE INSIGHT From my research findings, not all Cadbury customers are aware of the new Bubbly chocolate bar range. Many customers who know that the product is on the market have not yet tried the chocolate bar. In order to generate more sales, Cadbury could benefit from advertising the product by informing them of the product by creating a campaign. THE PURPOSE To promote the new product so that more customers are informed of the new product which will in turn help to generate greater sales for the Bubbly bar range. To enhance Cadbury鈥檚 brand image through experiential advertising by engaging customers to enjoy Cadbury鈥檚 brand experience.
MEDIA PLACEMENT Poster advertising utilising digital motion. Animated online order form webpage. Interactive floor projections situated at waiting areas of cinema complexes. THE SOLUTION To create a campaign which promotes free Bubbly chocolate bars to the audience via a digitally animated poster advertisement containing a QR code which will direct people to order their free Bubbly Chocolate bar on Cadbury鈥檚 website. By making this a free service, customers will be willing to try out the new product and generate hype by spreading this through social networks and through word of mouth. This will provide the opportunity for people to taste of the product and become loyal customers to the Bubbly range. This will in return increase the number of Bubbly chocolate bar sales. The digital poster and order form webpage will be supported with an interactive floor projection that can be set up in cinema complexes to attract the mass audience. The concept is interactive to make it experiential and more impacting and thus more memorable to the audience. REASONS To get customers to try the new Bubbly chocolate bar and enjoy the experience Cadbury鈥檚 brand has to offer which will in turn lead to increased sales and stronger brand identity for the Bubbly range by informing customers of the new product. As Cadbury is perceived as a fun family brand, to reflect the brand鈥檚 friendly image and in order to break out to the audience, the utilisation of interactive and moving displays would help to tap into the audience鈥檚 experience with the brand.
CONCEPT
DELIVERY PLATFORM
ONLINE ORDER WEBPAGE
QR POSTER
QR POSTER A QR poster would be an effective medium to inform the audience of the Cadbury Bubbly Bar range. By providing a free Cadbury Bubbly Bar, this would attract the audience to try the product. Posters will be advertised in areas with high audience coenentrations to appeal to the mainstream audience Cadbury appeals to. As the audience will be passing by the poster, the QR code provides a quick and convenient way to access the free chocolate bar promotion which will direct them to the online order form webpage. The poster is composed of animated bubbles to attract attention and visually anchor the product鈥檚 texture and product鈥檚 name accompanied by audio to attract the audience鈥檚 attention and reflect the fun personality of Cadbury鈥檚 brand.
INTERACTIVE FLOOR PROJECTION
CHAT
ONLINE ORDER WEBPAGE The QR code will direct the audience to an online order form webpage. The online order form has been composed so that the audience can fill in their personal details easily with the user-friendly interface. Sharing networks have been included to encourage the audience to share the promotion to people they know to increase audience share through word of mouth marketing to attract a larger audience appeal. By incorporating a free promotion to the audience, this enables the audience to act and respond to the campaign鈥檚 message, getting them involved with the campaign. The fill in form will also provide Cadbury to recieve more information about their audience demographics which can be used for their future audience research analysis.
INTERACTIVE FLOOR PROJECTION The interactive floor projection will break out of the clutter of advertising and appeal to audience by employing new technology that provides a sensory experience. By employing this media platform before other competitive confectionery companies would help to establish Cadbury as a forward-thinking brand and help to instill impact by arousing audience interest and attention. The bubbles and Cadbury Bubbly bar will be constantly moving within the interactive floor projection throughout the whole duration, repelling away from the audience when they step onto the projection.
QR CODE DIGITAL POSTER
QR DIGITAL POSTER IN CONTEXT
As Cadbury attracts a broad and mainstream audience range, a good location to position the digital poster advertising would be in the London Underground. The main purpose of the campaign is to inform the audience of the new product so by situating the posters in a location like this would be ideal.The London underground attracts a high audience share of Cadbury consumers, informing consumers of the new product range. Other locations can include cinema complexes, major transport links, supermarkets and on national television. As Cadbury is a big institution, it can have the money for advertising revenue by placing the poster along the escalators in the Underground to increase the visual impact of the campaign.
ONLINE ORDER FORM WEBPAGE
INTERACTIVE FLOOR PROJECTION
An interactive floor projection would provide an opportunity for advertisers to engage the consumers to interact with the advertising, making it ideal for consumers to make an experience out of the media. The new technology will generate interest as this platform of delivery has not been commonly employed. These stills illustrate how a interactive floor projection works in response to touch. The interactive floor projection for Cadbury芒€™s campaign will utilise this technique to draw the attention of consumers. Nowadays, brands need to appeal to be able to their audiences by providing a lifestyle and experience. This interactive floor projection will attract the interest of the audience by providing a new media platform to deliver the advertising of the new product.
INTERACTIVE FLOOR PROJECTION
Interactive floor projection movement
The interactive floor projection will react to the audience芒€™s movement. By stepping onto the interactive floor projection, the animated bubbles and Bubbly chocolate bars will repel away from the area where pressure has been forced upon. The projection is accompanied by bubble sounds to enhance the sensory experience. The interactive floor projection will be an effective media platform to deliver the message in a way the informs the new product in a visually stimulating way.
INTERACTIVE FLOOR PROJECTION IN CONTEXT
The interactive floor projection could be placed at waiting areas of cinema complexes nationwide. This would be an ideal location as people who go to the cinema would be visiting the venue during their leisure time. They would feel more relaxed in this locational setting so they would therefore be more interested and inclined to engage with the interactive floor projection whilst they are waiting for their film to show.
