Cadbury Dairy Milk is a true icon that generations of consumers have grown to enjoy and love. Our brief was to re-energise Dairy Milk to ensure long term, sustainable growth, increase purchase and reinforce Dairy Milk’s leadership position in the market.
Taking a lead from the iconic ‘Airport Trucks’ television commercial, our Activation team developed a promotion that offered consumers the chance to win one of 15 trips to unusual racing events around the world: duck racing in Singapore, ostrich racing in South Africa, camel racing in Dubai, donkey racing in Tuscany, dog racing in Wimbledon and the World Snail Racing Championships in Norfolk. A dedicated website showcased the television and cinema commercial, delivered more information about the unusual prizes and hosted the winners’ list. A parallel mobile WAP site also offered text-to-win entry into the competition and downloadable ‘Airport Trucks’ screensavers, wallpapers and ringtones.
Together, the web and WAP sites experienced tens of thousands of unique visits, helping to drive the success of the promotion, awareness of the TV commercial and increase customer engagement with Cadbury Dairy Milk.
