CAMPAIGN OBJECTIVES
The campaign aimed to strengthen the brand’s association with the Springboks, while also profiling and recruiting members for the newly established Cadbury Fan Club. By engaging directly with Springbok fans, the initiative sought to highlight Cadbury’s core product range, fostering a deeper connection between the brand and its consumers. Additionally, the campaign was designed to boost product purchases by encouraging consumers to participate in The Cadbury Fan Club competition, leveraging this unique opportunity to drive engagement and increase brand loyalty.
INSIGHTS
Heightened fan interest in the Springbok team around the Rugby World Cup was the perfect opportunity to launch the Cadbury Fan Club. As a large percentage of Bok fans in SA do not have access to DSTV we focused on locations with big screens where fans would gather in their numbers to watch the Springbok matches.
The Cadbury brand essence is all about Generosity and giving more so our Springbok experience needed to deliver on this proposition.
MECHANIC
We crafted an engaging and fun Springbok experience designed for fans of all ages, bringing together interactive activities and the spirit of rugby. Participants could show their support for the Springboks by joining the Cadbury Fan Club, which offered the chance to play the Throw and Win lineout game for a shot at winning delicious Cadbury chocolates and coveted Springbok merchandise. Additionally, by purchasing two Cadbury chocolates, fans could enter a competition to win an exclusive Springbok experience or R250k in cash.
The activation included opportunities to take photos with Bokkie at the Cadbury Fan Club station, encouraging fans to demonstrate their support through dance, chants, and themed attire. Highlights of the experience included a throw-and-win lineout game, capturing selfies or showing off dance moves with Bokkie, and enjoying the vibrant atmosphere created by a DJ and MC. On-site face painting, a 360-degree selfie booth, performances by the Gwijo squad and dance crew, along with a chance to win more Cadbury and Springbok prizes, rounded out this immersive fan experience.
BRAND VISIBILITY
This campaign was an integrated effort that spanned across various channels – including above-the-line (ATL) advertising, social media, and live activations – to ensure a comprehensive reach. It featured highly visible on-site activations at strategically chosen locations. These activations were designed to maximize exposure and engage directly with consumers in bustling retail environments.
