Cadbury is utilizing real and virtual spaces for its latest campaign for the Cadbury Creme Egg. The centrepiece of its real space campaign is a mechanical billboard in Dundas Square in Toronto. (For those who do not know, Dundas Square is Toronto’s attempt to recreate Times Square in NY).
Cadbury North America is promoting its Cadbury Creme Egg with a new billboard that relies on precipitation to work. The Titan Worldwidebillboard, bearing the words “Release the goo,” features a pendulum-like device with an oversized Cadbury’s Creme Egg at one end and a giant box to capture rain, snow and other forms of precipitation at the other. A giant fan sits atop the board.
As the box fills with precipitation it slowly raises the egg, eventually flipping a switch that turns on the fan and thrusts the egg into it, splitting the egg open and causing its faux cream filling to splatter across the billboard.
According to the article, this out of home execution is supported by online and TV advertising. This is a good example of how a brand is utilizing the many areas where tribes meet and interact. By looking at our Tribal Map - Cadbury has utilized 3 out of the 4 quadrants.
- Quadrant 1: Dundas Square Execution
- Quadrant 2: TV execution (if you consider the family unit as a sub-tribe)
- Quadrant 3: Online execution
In subsequent years, Cadbury can gain additional benefits by developing a comprehensive Tribal Strategy.
