Cadbury Pre-Joy

By Ogilvy, Johannesburg, South Africa

For Mondelez Brand Cadbury Bubbly

Highly Commended in category Digital

Project Description
Cadbury wanted to connect with a new audience, in their digital world, dominated by YouTube.
The funniest ‘viral’ YouTube clips were chosen and Preroll ad space was bought before each one of them. Individual, 5 second ads were created, that showed what sparked each of these joyful moments.
By piggy-backing off Joyful YouTube clips, with millions of views, Cadbury was able to successfully target moments of joy to a younger, digital audience.
Agency Solution
We found an innovative way to harness the power of some of YouTube’s most popular viral videos without infringing on copyright. We did this by buying preroll spots targeting specific videos and creating 5 second spots identical to the viral videos.
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