case study: oOh media! - cadbury activation 

background

Ooh! Media approached us on behalf of their client Cadbury.  

Cadbury wanted to relaunch a limited-edition chocolate bar by building hype and anticipation within a mall environment.

Ooh! Media suggested we build a giant chocolate bar in the mall with a reveal that peeled the wrapper off the bar to show shelves full of Caramilk Chocolate bars.

These bars would then be distributed out as samples to mall goers.

challenge

As is often the case, we were faced with a short lead-time for this activation.

As Cadbury were also running the same activation in Australia they were able to supply us with design concept to use. We used the concept to design a workable alternative that fitted our timeline, looked very similar to the Australian version and delivered the same outcomes. 

solution

We used aluminium extrusion to create the frame for the giant bar and wrapped both ends in purple vinyl. Printed Fabric skin’s along the front and back, with silicone welts along the fabric seams - allowed the fabric to be peeled back as required. Revealing the chocolate bars that sat on the shelving inside.

Creating the activation in this way enabled the team to set up the display quickly, whilst using aluminium extrusion ensured the display was robust enough for a shopping mall and was able to stand freely.

The activation delivered a great deal of interest, with people wondering what was hidden behind the wrap, and then delivered great theatre once revealed. The sampling team worked well to get the new chocolate bar into people’s hands, thereby creating a memorable engagement. 

Testimonial

Working with Brand Productions has been a seamless process.

From initial briefing, concept creation, production and installation I couldn’t have asked for a better team to work with.

 They have gone above and beyond with all requests I have thrown their way throughout the duration of the campaign.

James Powell  - Client & Creative Services Lead – oOh! Media, New Zealand