Cadbury tries the people’s vote approach for new bar

Cadbury is crowd-sourcing its new chocolate bars once more, this time with a digital Out of Home campaign from Carat and Posterscope inviting people to decide which of three makes it into the Cadbury range.

The nationwide campaign will appear on over 50 large digital format screens and more than 500 digital 6-sheets, supported with static large and 6-sheet formats throughout July. There will also be an upweighted presence of the relevant creative in the finalists’ local area to encourage residents to get behind their candidate.

Cadbury Dairy Milk’s Lyndsey Homer says: “We wanted a campaign that we could be confident would get the public behind our three Inventors and encourage them to take part in selecting which flavour we introduce to the Cadbury Milk Bar range. Using the live polling data will create a sense of excitement and urgency among the public to get out and vote for their favourite.”

Carat’s Juliet Pigache says: “It was a no brainer for us to use digital out of home for this stage of the Cadbury Inventor campaign. It gives us nationwide reach while also having the ability to use location data to home in and serve tailored creative executions in our inventors’ hometowns and counties, helping to drive local support in the final voting.”

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    This is a really innovative and fun way to get people involved in the campaign, while also forming a positive PR for the company. The use of digital screens will no doubt help the campaign, helping people to support their local contestants. With the market for digital signage and boards increasing rapidly according to a report by Grand View Research, such campaigns will be a great way of product promotion in the near future.

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