Launched earlier this year by Cabdury and its agency Fallon, London, Joyville is positioned as a mythical chocolate factory located underground.
The experiential campaign, believed to be the brand’s biggest campaign, was first launched in the UK, where a musical chocolate fountain was constructed at a shopping mall in London. The campaign has since been extended across Australia, New Zealand, Ireland and other markets.
In Singapore, it has been conceived by media agency Mindshare and creative agency Saatch & Saatchi. This marks the brand’s first digital out-of-home campaign with Clear Channel Singapore.
Cadbury used select shelters along Victoria street, Bishan road and Church street to bring the campaign to life, luring passersby to take a peek through a peephole, which comes to life through a digital screen.
The campaign is expected to run through most of October.
