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How to do a 'Joynormous' campaign

Here's a glimpse of how your campaign could look. This campaign formed part of Cadbury's 'Joynormous' competition.

by Ross Molloy in Case Study

Case Study

To fully understand how your campaign could look, you need to see a real campaign, from objectives to results, with all the creative. What follows is the unpacking and explanation of each of the elements of a multi-platform campaign we did for Cadburys.

Objectives

  1. Remind impulse shoppers of the full Cadbury’s range of chocolate bars
  2. Cut through the traditional campaigns and trigger personal JOY surprises unique to the Cadbury’s brand
  3. Drive competition entries by encouraging people to share their Joynormous wishes

Our Approach

To maximise awareness and reach as well as drive competition entries we executed this campaign across multiple Independent News & Media platforms.

We combined traditional newsprint using premium positions and digital display big impact formats as well as native content to spread the word about this unique Cadbury’s competition.

The competition mechanic was simple; state your three favourite things, and you could win all three of them to the value of €10,000. To help explain this mechanic we created clever digital formats to drive interaction within the ad format. For example, the expandable ad unit below, which inspired users to enter by showing them examples of the prizes they could choose to win.

To support this tactic in display we took to the streets of Dublin to record original vox pops of people’s favourite surprises and then repurposed them within a homepage native article. This integrated approach lead to a phenomomal number of competition entries – our highest recorded in 2015.

Channels

We had a competition landing page and social posts on Independent.ie and SundayWorld.com. And we had a display campaign across desktop and mobile which exceeded the impressions KPI.

Display drivers included the below:

Homepage Takeover (including mobile)

Mobile Interstitial (Full Page)

Native Article including Original Video Content

We took to the streets to create an original video for the native article that would engage and excite viewers, and entice them to enter the competition. You can see the article here. This article was positioned on the homepage of Independent.ie and pushed out on social media.

Print Activity

To increase hype, competition drivers started early across our print products. Adverts included a page 1 strip, plus a 5 x 2 and a 20 x 3 on page 3 in the Irish Independent. The Evening Herald had 4 ads in one issue front flash, strips and full page. Lastly, the Sunday World had a 25 x 4.

Irish Independent Strip
Irish Independent Ad Page 3
Sunday World Ad

Results

We exceeded all KPI’s set by Cadburys. By delivering a multi-platform, multi-channel campaign, we were able to deliver a truly integrated campaign for Cadburys.

Ross Molloy

Ross Molloy

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