Build brand love, cementing Cadbury’s position as Australia’s most loved fabric of the nation brand.
Working collaboratively with Wavemaker, Ogilvy and Cadbury, Nine were briefed to develop and deploy a network-level partnership to unify a diverse set of messages with a single-minded approach across multiple programs and platforms. The aim: for Cadbury to tell its decades of generosity story, at a scale befitting a 100th birthday.
Paint the Network Purple
With Nine as the venue, a stellar cast of talent and brands as the MC, and Powered as Cadbury’s party planner, we came up with a “paint the network purple” solution, inviting audiences to celebrate a milestone that only comes around once a century.
Great craft stays great for a hundred years. Nine’s Powered Studios knows that. Working closely with Ogilvy and Wavemaker, Powered produced a series of TVCs that celebrated a century of shared moments.
The TVCs formed the backbone of the campaign, allowing Cadbury’s message to be deployed at scale, running across flagship properties that aligned to in-show integration, and were part of a wider spot schedule.
Cadbury also utilised Nine’s robust data capabilities to further enrich empathy amongst core audiences and interests across 9Now plus Nine’s digital network.
“We had a big task ahead of us to celebrate Cadbury’s 100 years, but luckily we had a great team supporting our idea. The entire crew at Nine were incredibly collaborative and efficient. Shooting all over Tasmania and Sydney, everyone was open to trying new ideas while also building upon them. We couldn’t be more proud of the work we created and we’re thankful for the involvement of Mondelez, Nine and Wavemaker." Danielle Chapman - Managing Partner, Ogilvy
Decorating the network, we threw the celebration of a century, featuring Nine’s talent-led birthday messages across broadcast and social, a bespoke station ID, themed movie nights, and integration within morning news, sports magazine and entertainment programs.
The celebration was supported with unmissable, high-impact digital executions for The Sydney Morning Herald, The Age and Nine’s digital network.
There’s a glass and a half in everyone. Here we paid it forward with a simple act of generosity in partnership with the home of community connection, the Today Show.
We put the call out to viewers to tell us what milestone they want to celebrate and who you’d like to share this special moment with, for the chance to win one of 100 Cadbury hampers or $15,000 to put it towards their special moment.
No one shares the stories that matter to Australians quite like Nine, Australia’s Media Company. This was a true partnership of two iconic Australian brands, coming together to celebrate and reflect on the last 100 years while looking towards the future. The result – a halo effect strengthening brand love for Cadbury.
CDM total brand
CDM penetration gain
CDM CORE STRENGTHENED
- CDM Core strengthened on Meaning, Difference and Salience, with Salience particularly strong, driven by the successful 100 Years Campaign, boosting brand affinity.
Source: ANZ BGS 2021 EDD Review & Nielsen JAKE RMS Value/ CPS data to end May 2022
Source: Kantar H1 2022 Report
"With Cadbury celebrating 100 years in Australia, we wanted to commemorate the occasion with a campaign that both reflected the importance of this milestone and celebrated the moments of connection that Cadbury has enjoyed with Australians over the last 100 years. The partnership with Nine elevated the campaign to connect with our audience in a meaningful way, driving relevance and reminding the nation of everyday moments that Cadbury has been part of in everyone's life. We are exceptionally pleased with the results which have bought about strong commercial outcomes and a deepening of people's love for Cadbury Dairy Milk, Australia's most loved and trusted chocolate brand."
Kate Watson - Senior Marketing Manager, Everyday Chocolate
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