In Saudi Arabia, Galaxy chocolate had dominated the market, and newcomer Cadbury was struggling to entice shoppers to their rich milk chocolate. We were tasked with convincing young singles, who were all about having a good time with their close friends, to take a chance on milk chocolate. To experience the euphoric delight of the milk chocolate melting in their mouths. And we needed to spread the joy of this chocolate sensation while staying within cultural expectations.
Our solution was to invite these young shoppers to step into the Joy Elevator. In stores, our displays positioned the various Cadbury offerings as suites of whimsical delight on individual elevator floors. We included a Dairy Milk Bell Boy who helped shoppers choose their floor and handed out samples. In malls, we disguised doorways of empty shops as elevators, and shoppers were treated to a joyful 10-second theater and a delicious sample. And online via Facebook, shoppers could extend their experience with a Joy Elevator game, which even had levels that were unlocked with codes in purchased products.
Sales grew by a huge margin and sustained a significant increase after the initiative. The Cadbury Arabia online site received 46,000 unique visitors. The Cadbury Facebook page added 17,400 additional fans.