An interactive digital activation that is currently in market for Cadbury – showing support for the Australian Paralympics team, this is a social campaign that is travelling the country at the moment and aggregating messages using the hashtag #BringOnTheJoy.
To bring to life the Cadbury, ‘Free the Joy’ campaign Val Morgan Outdoor teamed up with Carat and Saatchi and Saatchi in an interactive digital activation to show support for the Australian Paralympics team.
‘Free the joy’ a unique, interactive experience, invites passers-by to send an online message of support to the Australian Paralympics team. The activation is self-service, with a tablet on a stand, next to a custom designed 90 inch screen experience that invites people to type their message of support.
An on screen pledge counter automatically captures and records the message, which is later integrated into the on-screen creative. The activation is reinforced by Brand Ambassadors during peak Shopping Centre times.
Val Morgan Outdoor managing director Anthony Deeble commented, “This is an excellent initiative and we’re very proud to be bringing it to life for Cadbury.
“This activation also allows us to showcase our digital capabilities; all content for the Digital Outdoor campaign was produced in-house. The screen experience produced for Cadbury is exceptional, giving us a strong foothold as interactive Digital Outdoor specialists.”
Val Morgan Outdoor collaborated with an aggregator to collect messages of support from social media channels such as Twitter and Facebook via the hashtag #BringOnTheJoy. These messages are moderated before being accepted into the aggregator and then displayed across the 90 inch screen experience as part of the creative.
Director of digital and innovation Matthew Bushby added, “This socially integrated solution for Cadbury gives the user an immediate reward that is displayed on the screen via the pledge counter, while our state of the art ad serving system immediately sends a message off for approval and accepts approved messages and integrates them into the on-screen creative”.
Senior art director, Saatchi & Saatchi Australia John Jordan said, “Saatchis worked with VMO’s creative and production teams to create an innovative piece of digital outdoor. Val Morgan Outdoor did a stellar job seamlessly bringing all these moving parts together to create what we hope will be a highly engaging and impactful piece of digital outdoor.”
The campaign launched at QV in Melbourne, Marrickville Metro in Sydney and Indooroopilly Shopping Centre in Queensland. Over the next fortnight the campaign will travel to a further six Shopping Centres in NSW, VIC and QLD. The digital experiences in shopping centres are combined with a proximity package across the network.