.CADBURY DAIRY MILK OREO. - ‘The Perfect Match’

.THE CHALLENGE.

Carat were planning a campaign for Cadbury to launch the new ‘Cadbury Dairy Milk Oreo’ range.

With the campaign platform ‘The Perfect Match’, Carat approached Headcase and PML with the brief to Create and Activate an Experiential centrepoint that would both facilitate product trial, and create sharable content to be further amplified across channels.

.THE RESPONSE.

Headcase, in Partnership with PML, conceived a multi-layered, integrated campaign, centred around ‘‘The Perfect Match Machine’; a vending machine that would live at the heart of a nationwide roadshow. The Digital Gaming powered vending machine required two consumers (often strangers) to play together and match their actions to each receive their reward - a product sample and a chance to win €1,000.

“We wanted consumers to see when we work together - we can create a greater win for all.

And we wanted to link this action to the brand’s spirit of sharing & joy” Headcase.

Headcase planned and activated a nationwide roadshow and managed linkups with Media, Broadcasting & PR partners Maximum Media & Media Central to help drive the campaign across the radio airwaves and influencers Doireann Garrihy and James Kavanagh.

The activation was a huge success and the vending machine was in almost constant use - with college students often queuing 30mins just to have the chance to play. A total of 7,000 samples were distributed over the roadshow. The co-ordination of all of the parties involved by Headcase, Carat & PML was instrumental to the success of the campaign. The unique, bespoke built vending machine has since been re-skinned for use with other Cadbury brand activations.