As part of its nationwide campaign to promote the Boost brand and introduce Boost +, Cadbury combined an extensive classic and experiential OOH campaign.
The campaign combined traditional formats including Capital T-Sides and Golden Squares with experiential activity to support the campaign objectives of generating awareness and connecting with consumers directly.
To achieve this, a roadshow with a difference was conceived. Partnering with Carat, VCCP and Headcase Marketing, we created the Boost bar match machine which was devised to surprise and entertain consumers. Creative work on the Capital T-Sides and Boost machine assets were handled by PML Group’s Design+ team.
The dispensing unit required two players to simultaneously match the lull time when it appeared on the unit’s digital screens – 2.58pm. Alert participants who managed to beat the slump are rewarded with Boost branded power banks and samples of the chocolate bar. The Boost machine will travel to Dundrum Town Centre, CHQ in the IFSC, Swords Pavilions, Mahon Point and Stephen’s Green Shopping Centre throughout September.
As part of the wider campaign, classic and digital formats focused on building coverage and driving product familiarity in roadside, retail and transport locations. PML Group’s Pinpoint location planning tool was used to identify key target areas for the desired audience, along with its Locomizer tool, identifying sports and fitness affinity groups by location.
According to Maighréad Lynch, Brand Manager, Cadbury, Mondeléz International: “From our research, we have discovered that 2.58pm is the point of the day where our energy levels dip to their lowest. To help us communicate this message, we developed an impactful creative which is clear, fun and engaging and present where our audience is with the assistance of our partners Carat, PML & the activations team at Headcase Marketing. Outdoor played an integral part of both reaching our audience and supporting our full media plan.”
Aoife Dempsey, Account Manager, PML adds: “By adding a fun and engaging experiential element to a strong classic OOH plan, we delivered on our client’s objectives. The Boost game allowed us to engage one on one with consumers and put ‘brand in hand’. The classic formats delivered on the fundamental strengths of the medium – impact, coverage and awareness.