In the Philippines, television spot prices can be extremely prohibitive to brands without hundreds of millions to spend on media. Thus, in recent years, Cadbury Philippines has not been active above-the-line.

To get the attention of our target market despite the lack of above-the-line presence, we needed to create branded content that would engage our target market, without having to spend millions.

Cadbury Dairy Milk Sing for Joy did exactly that. Thanks to the effort, thousands of Cadbury chocolate was given away, hundreds of videos were uploaded on Facebook, we got a 200% increase in 'likes', over 100,000 people 'talking about this', and 4m worth of impressions. Most importantly, sales increased by 20% during the campaign period.

To drive consumers to the event, we created online videos featuring different amateur bands singing different popular Christmas carols, each in a different genre. At the end of the video, we challenged viewers to go to the Cadbury Sing for Joy Vending Machine, do better than the band to get a chance to win P40,000. After each run, we also posted the videos of the people who did use the Cadbury Sing for Joy Vending Machine and invited those watching the videos to also try it out for themselves.

Cadbury Sing for Joy Vending Machine is probably the most successful effort of Cadbury Philippines to date and is considered a benchmark campaign by the brand team. Thanks to the effort, thousands of Cadbury chocolate was given away, hundreds of videos were uploaded on Facebook, and we got a 200% increase in 'likes', over 100,000 people 'talking about this', and 4m worth of impressions. Most importantly, sales increased by 20% during the campaign period.