Tasty treats for freaky streets.
Cadbury has always owned special occasions such as Christmas and Easter and wanted to extend their brand appeal beyond these traditional milestones. Halloween was a natural brand extension and Wonder were challenged to create some spooky Halloween fun - extending their long-running 'JOY' positioning - with a quintessential Aussie twist.
As Australian suburban streets everywhere prepared for 'trick or treat' we created the ultimate Halloween experience in Maitland Street, Glen Iris. We helped residents take spooky to the next level, dressing the street with pumpkins, bats, skeletons, and cobwebs and introducing Australian-themed games and activities for the family to enjoy. 'Treat Street' offered participants plenty of delicious Cadbury chocolate to enjoy within a joyously entertaining environment populated by convict breakdancers, magicians, scary-face painters and a roving brass band.
Treat Street became a phenomenon with over 6,000 trick-or-treaters from all over Melbourne flocking to join in the fun. Within the media it became the story that best encapsulated Halloween night with both state-wide and national coverage spearheaded by Channel 9 and Channel 7 and picked up by WSFM, Herald Sun and dozens of blogs and other print media.
Guests shared their own experiences on Facebook, Instagram and Twitter with #CadburyTreatStreet. The content we produced for Cadbury's social platforms received over 246,000 views.