Cadbury Australia has launched “Catch Up”, a six week integrated advertising campaign encouraging people to reconnect with each other. An in-store and online campaign (www.cadbury.com.au and Facebook), is promoted with a television campaign using slow motion to dramatise the moment in which all distractions are set aside and family members commit to a real time, face-to-face catch up. A husband finally put down the remote to give his wife his undivided attention. A son pulling out his ear phones to catch up with his mum is a momentous occasion. The catalyst for these shared family moments is a block of Cadbury Dairy Milk.
Click on the image below to play the Hubby video in YouTube (HD)
Click on the image below to play the Son video in YouTube (HD)
The campaign points to the in-store Cadbury Catch Up promotion, conceived by ISS Marketing, making available 100,000 blocks of 200g Cadbury Dairy Milk for a simple purpose, giving Australians a real time, face-to-face catch up with someone in their home. Consumers who purchase a specially marked block can enter their unique code. online, nominate a household to receive a personalised catch up invitation and block of chocolate from Cadbury. The advertising campaign was developed by Saatchi & Saatchi after consultation with researchers from the Ipsos Mackay Report who have looked into the changing Australian family and how hectic work schedules and technology are impacting the amount of face-to-face time we spend together.
The Catch Up campaign was developed at Saatchi & Saatchi Australia, Sydney, by executive creative director Steve Back, creative director Steve Jackson, senior copywriter Steve May, senior art director Nils Eberhardt, group business director Alex Carr, senior business director Josie Dadd, senior business manager Elizabeth Bourke, TV producer Kate Gooden, account director Carmen Petropulo, and junior account director Nicole Mercieca-Jones, working with Cadbury Dairy Milk marketing director Amanda Banfield, general manager (chocolate) Matt Keen, category head Kirstie McCosh, marketing manager Kirstin Stapleberg and brand manager Jessica Ingrosso.
Media was handled at Carat by business director Catherine Krantz, business manager Catherine Kealy, digital business manager Hayley Crossthwaite, strategy manager Leah Cioccio.