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URL: http://www.aglassandahalffullproductions.com
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Key Industries:
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Confectionery
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Internet
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Publishing & Media
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Key Sectors:
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Display Advertising
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Social Media
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User Generated Content
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Video
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Viral Marketing
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Cadbury Dairy Milk
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Brief
Bring another joyful moment to the nation to extend the Glass and a Half Full Productions gift.
Strategy
The overall digital strategy was to celebrate the Eyebrows production and help people get involved in the fun. There were a number of strands to this which are released successively after the initial release of the ad, deepening the interaction, involvement and of course joy each time.
Execution
The focal point of the campaign was Jivebrow09, the world’s largest communal Eyebrow dance, hosted on the MSN homepage on Friday, February 27th. The idea was born out of how keen the British public are to remix Cadbury ads. So for one day only we let everybody who joined Jivebrow09 have their own glass and a half full of fame. The campaign used bespoke technology built by FlashTalking to link directly to users’ webcams, allowing them to record their own Eyebrow dance and have it streamed directly into the MSN Homepage. Every user was notified of the time when their video was featured on the MSN homepage to ensure they didn’t miss it.
In the spirit of good throwaway web ideas, B-Brow was also created. This was an application that gives a few moments of joy to everybody who uses it to put dancing eyebrows across any web page they choose.
Innovative online ad formats were also released such as dancing cursor, a format that makes the music from the TVC its main focus – getting your cursor (who otherwise spends his whole day just being pushed around your screen) up on the dance floor to show us what he’s got.
Sandie Dilger, Cadbury Dairy Milk Brand Manager said "Our previous productions have created unprecedented amounts of buzz online and we knew Eyebrows also had this quality to it. We really wanted our online activity to allow people to get involved with the Eyebrows campaign themselves and through partnerships with companies such as Photobox, where consumers can upload their photos to create their own Eyebrows mug and MSN where we're running ‘Jivebrow09’ - a live one day eyebrow dancing event where the public can try their hand at recreating the ad themselves, we're really allowing everyone to get up to some Eyebrow themed mischief online"
Results
The Jivebrow09 campaign certainly fulfilled its aim with engaging the British public. 6000 videos were submitted in 8 hours reaching an audience of 70,000 people that interacted with it. The average interaction period was 5.5 minutes.
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