Cadbury ostrich radio campaign
Cadbury South Africa recently launched an innovative radio campaign for its flagship Dairy Milk brand, aimed at actively engaging listeners on a personal level, in conjunction with two of radmark’s brands - East Coast Radio and Jacaranda 94.2
Cadbury made the move to invest in a competition that would engage listeners by allowing them to feel that they could achieve anything in life by making popular radio presenters integral to the competition.
Damon Beard from East Coast Radio, Guy McDonald from Good Hope Radio and Barney Simon from Jacaranda 94.2 FM all had the opportunity to experience what they felt they were really born to do.
Damon Beard believed that he was born to be a TV presenter. After seeing the Cadbury Ostrich commercial on TV and opening a discussion on air, the fun loving radio presenter was invited by Cadbury to fulfill his dream and audition for SABC 3’s Top Billing show as part of their nationwide presenter search.
Given the full VIP experience; being chauffeur driven to the auditions in Umhlanga in his own stretch limo; Damon impressed the judges with his dashing good looks and smooth voice: “I have always wanted to be a TV presenter - this was one of the best experiences of my life and one I'll never forget.”
Guy McDonald got the opportunity to fly in an Army Helicopter. He headed off from the V & A Waterfront on his very own combat mission in an original Huey helicopter: “ It was one of the best experiences of my life - I went through all possible emotions during the flight, ranging from fear, to a massive adrenaline rush, moments of calm (realising we weren’t going to crash) and then sheer joy.”
Barney Simon’s Rock Star aspirations were met when he got to rock the stage at News Café in Menlyn Park: “It was one of the best experiences of my life - I have always wanted to be a Rock Star, arrive in my own limo and perform live on stage – it was awesome! The fans went crazy and the atmosphere was incredible.”
All three of the DJ’s then took the competition to their listeners by inviting them to phone in and reveal what they were born to do. There were daily winners of a Cadbury hamper to the value of R500-00 and overall winners of the grand prize – that of R10 000-00 cash on radio Jacaranda and R15 000-00 on East Coast Radio.
Cadbury Category leader: Chocolate Greg Banach says: “The PR amplification of the ‘Ostrich’ campaign was outstanding and played a fundamental role in driving excitement and talk ability around the campaign.
“Just like in the TV campaign, we wanted to mirror the sense of joy one feels when eating Cadbury Dairy Milk, and the radio publicity campaign really captured this joy of being true to who you are.”
Radmark’s Joanne Walters says it was hugely successful from a radmark perspective: “By personalising the overall concept and connecting with the listeners we experienced large volumes of feedback and in turn produced a very happy client.”
|
