Cadbury Delivers Christmas with OOH Advertising
As the holiday season approaches, Cadbury is once again capitalizing on the power of Out of Home (OOH) advertising to create festive cheer and anticipation. The brand’s beloved ‘Secret Santa Postal Service’ campaign returns, accompanied by dynamic, innovative campaigns as part of its countdown to ‘Cadvent’. With a perfect blend of creativity and technology, Cadbury is ensuring it stays top of mind for consumers during this critical time for confectionery brands.
Secret Santa Postal Service: A Festive Tradition
Planned through Spark Foundry and PML, the Secret Santa Postal Service campaign combines digital and traditional posters to encourage people to embrace the spirit of Christmas. Alongside the opportunity to send a free chocolate bar to a special someone in secret, the outdoor advertisements are the perfect medium to remind consumers that the festive postal service is back in action!
The digital out-of-home (DOOH) side of the campaign features dynamic screens across iVision and Adshel Live, showcasing the popular character, Jeff the ‘Cadbury postman’. In the ads, Jeff gestures to a QR code, which, when scanned, activates a pop-up message that leads consumers to a landing page. Here, they can enter the recipient's details to send their free gift.
On traditional OOH platforms, such as Adboxes and Bus Shelters, the same QR codes appear, creating a fully interactive experience. By scanning the codes via mobile devices, consumers can access the postal service, further enhanced by augmented reality. On SuperValu Screens and other Adboxes, the iconic ‘Whispering Santa’ greets viewers, urging them to search for the service through the brand’s online portal.
The Cadvent Countdown: A City-Wide Celebration
This year, Cadbury is elevating the excitement of the holiday season by tapping into the cherished tradition of opening a Cadbury chocolate bar each day leading up to Christmas. Introducing Cadvent, the brand’s unique city-wide countdown, Cadbury is using Dynamic Digital Out of Home (DOOH) technology to engage and excite audiences as the days leading up to the holiday season tick away.
A series of Liveposter-enabled iVisions are on display across the city, featuring a dynamic countdown to the start of Advent. With creative messaging such as “What are you counting down to?” and festive designs adorned with Cadbury branding and lights, the campaign invites viewers to reflect on their own favorite holiday traditions. The countdown is not only a fun reminder to purchase Cadbury advent calendars in time but also generates excitement for the upcoming festivities.
Engaging the Community: Projections and Interactive Experiences
Taking the Cadvent Countdown even further, Cadbury hosted special projections across Dublin, where the public was invited to share their favorite Christmas traditions and what they were most excited for this holiday season. As people shared their memories, a graphic designer illustrated these moments in real time, projecting the artwork for everyone to see. This interactive spectacle captured the essence of Cadvent, blending tradition with innovation to create a captivating experience.
Through these various OOH activations, Cadbury has successfully brought the magic of Christmas to life, engaging audiences and building anticipation for the holiday season. The brand’s creative use of outdoor advertising not only celebrates the holiday spirit but also highlights the power of OOH to create meaningful, interactive consumer experiences.
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