What does Cadbury and the Premier League have in common you may ask? Well, for one thing, they both spark joy! Cadbury, the world’s best-selling confectionery brand under Mondelēz International, and leading football authority the Premier League, recently extended their partnership to Malaysia, the first country outside of the UK to do so (go Malaysia!).
CLIENT | Mondelez Malaysia
OUR SERVICES
- Event Launch
- Creative Drops
- Influencer Engagement
- Content Creation
THE BRIEF
To kick off the partnership between Cadbury and the Premier League in Malaysia, while generating buzz for the Cadbury FC contest to the Malaysian market.
INSIGHTS
In conjunction with the partnership, Cadbury held a contest whereby 10 winners and a friend stood a chance to win Corporate Hospitality tickets and an all-expense paid trip to the UK to watch a Premier League match of their choice.
OUR STRATEGY
We aimed to create visibility of Cadbury FC by initiating a #ShareTheCheer campaign that focused on Cadbury and Premier League fans alike to share the joy of football and chocolate.
DELIVERY
For the big “kick-off”, Cadbury Dairy Milk flew Premier League legend, Andrew Cole (otherwise known as Andy Cole) into KL for a three-day activation that included a striker masterclass and an official media launch of Cadbury FC in Malaysia.
Striker Masterclass
In conjunction with Cadbury and the Premier League’s partnership, the elite academy players under the Malaysian National Football Development Program (NFDP) got the golden opportunity to train with English Premier League legend, Andrew Cole in a striker masterclass held at the National Sports Complex in Bukit Jalil. Key lifestyle and sports media were invited to watch the football legend in action.
Launch Event
Together with events agency Livescape Asia, we conceptualised an immersive football stadium experience for media and guests with a hall that was fully decked out with a grass pitch, Cadbury FC A-boards and sounds of a stadium full of people as they entered the area. Guests and media were able to take plenty of pictures with our locker room-inspired photo wall.
To complement the setting and theme of the launch, media were treated to a literal kick-off as Andrew Cole kicked a football towards the screen to unveil the Cadbury FC logo, officiating the partnership in Malaysia.
Creative Drops
Initiating a #ShareTheCheer campaign that focused on Cadbury Dairy Milk and Premier League fans alike to share the joy of football and chocolate with each other, we put together a creative drop that would do just that.
Contents of the creative drop were inspired by a football stadium and a shoe box while the contents screamed Cadbury Dairy Milk. This personalised kit that was designed to be the perfect companion for football fans while they were up late at night watching a football match were delivered to influencers right before the match of their favourite team to allow them to #ShareTheCheer of football with Cadbury.
Influencer Engagement
To generate post-event buzz on social media and spread the word to consumers about the Cadbury FC contest, we engaged popular local influencers who were real football enthusiasts with relevant following to #ShareTheCheer of the exciting partnership.
Each influencer were given two #ShareTheCheer kits - one for themselves and one to be shared with a friend or family member that was just as big a football fan as they were. The kits comprised of football related items and of course - Cadbury chocolates!
Selected influencers also hosted a #ShareTheCheer contest on their respective platforms whereby their followers stood a chance to win exclusive premiums to generate more buzz around the campaign. This resulted in an accumulated engagement rate of over 130,000 across social media which included views, likes, comments and shares.
Content Creation
To ramp up the excitement around Cadbury FC, we worked with English news site and content creators, World of Buzz, to create unique content with Premier League legend Andrew Cole via a video that was posted on their Facebook page. The video reached a wider and younger audience with over 69,000 views to date.
Results
With over 30 attendees across the 3-day activations who were given the ultimate football experience and the chance to meet the famous footballer, the campaign generated a total of 81 clippings across traditional, online and social media with an accumulated PR Value of RM1,826,071.
EXPLORE HOW WE CAN GET MAD TO BRING YOUR BRAND TO LIFE