Cash and car prizes just aren’t as tempting as they used to be for millennials, Cadbury’s target 19- to 25-year-old demo. They’re increasingly interested in contributing to social causes, which is why a new, elaborate Cadbury program called the Bicycle Factory aims to send 5,000 bicycles to communities in Ghana – where Cadbury cocoa is grown.
The Bicycle Factory allows consumers to enter the UPC code from any Cadbury gum, chocolate or candy product online at TheBicycleFactory.ca, where they can watch their product go through the ‘factory’ and come out at the other end as a bike part. One bike is made up of 100 parts (or UPC codes). There is also the added incentive of prizes, including the grand prize trip to Ghana to witness the bikes being delivered.
‘Our take on it was that maybe [monetary prizes] were starting to lose relevancy, and just weren’t breaking through like they once might have,’ says Simon Creet, creative director at Toronto-based agency The Hive Strategic Marketing, which developed the campaign’s detailed microsite as well promotional creative. ‘Particularly with younger generations, it wasn’t important what they would win, but that they can help out a little bit.’
Starting today, media promoting the campaign, purchased by Cossette, includes national ads on Global Television, as well as several specialty channels including MuchMusic, Teletoon, Showcase and TVA and TQS in Quebec, as well as print runs in Metro daily newspapers. Also, in mid-May, an ambient stunt will be executed in Toronto, Montreal and Vancouver, placing promotional notes in the shape of ambulances and school buses (because in Ghana bikes are just as valuable as those means of transportation) on parked bicycles across the cities. As well, a 12-second Bluetooth broadcasting spot is running in 25 locations in Broadburst mobile media’s network.
TheBicycleFactory.ca also introduces a viral component by allowing visitors to send out invitations and form their own team. That way they can set up their own separate workshop where a bike is built piece by piece, showing a tangible result to the team.
