Publicis Malaysia handled creative and Carat media for the campaign. The billboard is 319.4 meters long and is strategically placed at the crossroads of two high traffic roads in the capital's commercial district. The promotion extends the theme from two 30-second TVCs created for the first instalment, which launched in April 2004 with print and outdoor support.
Cadbury accounts for 50 per cent of adspend in Malaysia's chocolate category. "The aim of this outdoor billboard is to remind our consumers to look on the positive side of life and this is conveyed through the different experiences that show that sharing brings happiness and a smile to everyone's face," said Blair Sailes, MD of Cadbury Confectionary.
Cadbury mounts longest signage of 'Happiness' ad
A billboard, touted as the largest in Malaysia and possibly the world, has been developed as the second instalment of Cadbury's 'Choose Cadbury, choose happiness' campaign.