Challenge

Deliver moments of Joy in the real world directly from Joyville.

Idea

A straight from Joyville 1913 locomotive and three carriages in Sydney’s rail network!

Working closely with Saatchi and Saatchi, Railcorp and the Transport Minister’s office we branded a steamtrain in the city rail network surprising commuters on a chilly Sydney morning delivering Cadbury Dairy Milk and a little bit of unexpected joy.

Joyville staff exited the train onto a platform on purple carpet accompanied by a travelling band bringing joy to the morning commuters.

A TV commercial was shot and went to air 72 hours later, launching in one of the biggest programmes of the year: The Block Finale peaking with 2.459 Million viewers.

Results

More than 2.5 Million digital impressions in the first 48 hours and 8 Million consumer impressions over 72 hours.

Cadbury gained 1,500 new FB fans during the activation, had 13,800 FB visits over 4 days, saw a 25% increase in FB fan engagement, and a 33% uplift in FB daily reach.

The Joyville train was labelled “the largest experiential activation of the year” by B&T, Australia’s leading marketing and advertising title.

Cadbury

Joyville Platforms