Real world, meet Joyville.
Saatchi & Saatchi and Cadbury presented us with the challenge of delivering a real-world moment of Joy via the arrival of a steam train straight from Joyville.
Arriving directly from Joyville, a 1913 locomotive and three carriages delighted commuters when it entered the Sydney rail network! Working closely with Railcorp and the Transport Minister's office, we were able to surprise commuters on a chilly Sydney morning as our brightly coloured steam train pulled onto a metropolitan platform delivering Cadbury Dairy Milk and a little bit of unexpected joy.
Joyville staff, accompanied by a three-piece band, jumped off the train and rolled out the purple carpet onto the platform to joyfully distribute a cargo of complimentary chocolate.
A live TV commercial was shot at the time and went to air 72hrs later launched in the biggest program of the night: The Block Finale with 2.459 million views.
The activation generated 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 Facebook fans during the activation with 13,800 visitations over 4 days and a 25% increase in engagement, and a 33% uplift in daily reach.
The Joyville train was celebrated as 'the largest experiential activation of the year' by B&T, Australia's leading marketing and advertising title.