For the launch of Dance Off we orchestrated:A Magical Radio Release: We secretly gave the theme tune of the ad to radio stations. For the first time in history one song was aired across all music stations in the country at the same time. This was accompanied with a prompt to tune into Ireland’s national TV channel for the ad launch.TV Dancing Routine: For the premier of the TV ad, we choreographed a dance routine to the theme tune of the TV ad, performed by a world famous dancer on Ireland’s most watched TV show.We brought the first ever 3D dance-floor graphic to Point of Sale.A magical Digital Strategy: Users were able to upload their dance moves to YouTube and our magical channel showed them dancing with the clothes from the TV ad. Plus, users were also able to vote on their favourite dance moves!

Irish Women now believe Dairy Milk is the best tasting chocolate:•+11% Growth in “great taste chocolate” perception, reclaiming No. 1 position in main purchase driver.•+10% Brand commitment and conviction •Engagement score grew +7 points•Facebook fans quadrupled•Dairy Milk’s ad made it to top 5 Irish most watched YouTube ads globallyWe multiplied the Taste-of-Joy:•43% of young women felt a positive, happy immersion when exposed to the campaignThey were in Chocolate Heaven!