Happiness Ride Gets People Talking

Malaysia's No.1 chocolate brand, Cadbury Dairy Milk, was planning to bring and spread some happiness on World Happiness Day 2013 to reenergise the brand and continue to establish itself as an advocator of happiness.

World Happiness Day 2013 is a global event observed by the United Nations on 20 March annually to promote happiness and to achieve a universal goal and aspiration to improve the lives of people around the world. Cadbury Dairy Milk has a special place in the hearts and lives of many Malaysians. World Happiness Day was the perfect event to celebrate with loyal Malaysian chocoholics for their support.

Planning & Execution

Text100 Malaysia brought to life an interactive and captivating social event featuring a happiness taxi to surprise Malaysians to drive the celebration while creating buzz and talkability around the brand. Going beyond the conventional PR approach, it was centred on a bold, unique and fun publicity stunt, integrating the power of traditional and digital media at the right timing.

An American hummer was transformed into a unique taxi that dashed around Klang Valley picking up and dropping off busy city dwellers within its route for free. On the eve of World Happiness Day, a selected group of media and local celebrities were treated to an early ride. Immediate coverage was seen across several print and online media. Cadbury Malaysia also invited their Facebook fans to submit their most interesting requests for a ride in the Cadbury Dairy Milk Taxi. The simple gesture received an overwhelming response of over 100 entries.

Effectiveness / Results

The short and sweet experience had achieved what it set out to do – to put a smile on people’s faces, while getting people talking about the brand and the initiative, online and offline. Contents on Cadbury Dairy Milk Malaysia’s Facebook fan page received over 14,000 Likes, 200 comments and 400 shares, as well as post-event reports in the media. Cadbury Malaysia thereafter replicated the idea and launched part of Cadbury Dairy Milk's larger multi-million dollar campaign called, Bring Out the Joy.

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The Campaign Asia-Pacific Team