What do you do to create a buzz around a product that is mere a line extension. you have limited budget and your objective is to create high recall.
Well you do some thing outrageous, unthinkable, unexpected and out of the Box and let people talk about it.
The Cadbury Rady to Roll Campaign
Last month Cadbury Australia transformed YouTube with a new campaign that threw out the traditional rectangular video player and made it round. The video player transformation is part of a “Ready to roll” campaign for Cadbury’s Dairy Milk Rollpack, rolled out in collaboration with Saatchi & Saatchi Australia.
Cadbury’s custom round YouTube player is the first of its kind. Though it is not fully functional like the traditional YouTube player, viewers have the option to pause and play, as well as to mute and unmute the volume.
Saatchi & Saatchi Australia discussed the campaign earlier this month with Campaign Brief. The company’s ECD, Steve Back, said, “This idea was about offering people a quick, unexpected moment of joy in a unique space.” Digital creative director Peter Galmes said, “We want to reach people I places they are already choosing to spend their time. With over two billion videos viewed per day, YouTube was the natural choice.”
Cadbury Australia and Saatchi & Saatchi worked closely with Google in the early stages of their campaign in order to plan and create the custom round player.
These types of campaigns are excellent where you want nothing but people to notice your product, high recall and word of mouth
Please check the videos out here and let us know what you think. Do you think Cadbury’s campaign was a success, breaking out of the box and going round? Do you think we’ll be seeing more campaigns like this in the future?