EXCLUSIVE: Cadbury 'Joyville' will return in the next few weeks with a new Easter campaign following major success last year, Saatchi & Saatchi has confirmed.
Australian CEO Michael Rebelo told B&T audiences could expect to see Joyville “sprinkle its magic on the myth of Easter” and celebrate all of the things that make Australia joyful, in Cadbury fashion.
According to Cadbury, the campaign, which was rolled out across Cadbury's global markets last year, took social media by storm and set new standards for brand linkage and campaign effectiveness for Cadbury Dairy Milk in Australia and New Zealand.
It also helped the brand exceed projected annual sales and share targets.
Market share for Cadbury Dairy Milk has risen by over 10% since the launch of the campaign, a six year high for the company, while return on investment has been 30% ahead of budget.
The company also experienced double-digit revenue and profit growth for Cadbury Dairy Milk in 2012.
The ‘Ecosystem’ TVC achieved over 90% brand linkage while the ‘Marvelous Creations’ TVC achieved 85%.
Furthermore, the Cadbury Dairy Milk Marvellous Creations and Cadbury Mini Drops TVC’s were rated by Ipsos as two of the four most effective (of 70), TVC’s tracked during this year’s London Olympics, according to Saatchi & Saatchi.
Last year's campaign engaged "tens of milllions consumers" globally through a series of live activations, TVCs, media relations and social media activity.
The Joyville Steam Train activation alone was estimated to reach 13.2 million Australian consumers. It was produced in conjunction with Wonder and documented by Jungle Boys.
Ben Wicks, GM Marketing for Cadbury told B&T: “We’re very pleased and honoured by the response we’ve had to the Joyville campaign. The campaign has exceeded our expectations, and we couldn’t be happier with the results.”
The premise behind the campaign was to bring the product back into the centre of the marketing experience, while maintaining a sense of playfulness.
Wicks said: “The overarching theme was that at Cadbury we don’t just make chocolate, we make the world a more joyful place. We wanted to introduce the public to the mythical land of Joyville, a wonderous, happy place where chocolate is magically created and enjoyed.”