Cadbury encourages consumers to support Australian Paralympics team via custom SMS

Hero_Cadbury with iPadCadbury is celebrating its sponsorship of the Australian Paralympics with a digital activation allowing consumers to send an online message of support to the team.

Created by Val Morgan Outdoor, Carat and Saatchi and Saatchi, the activation is self-service, with a tablet on a stand, next to a custom designed 90-inch screen experience that invites people to type their message of support.

An on-screen pledge counter automatically captures and records the message, which is later integrated into the on-screen creative.

Cadbury distanceVal Morgan Outdoor managing director Anthony Deeble said in a statement: “This is an excellent initiative and we’re very proud to be bringing it to life for Cadbury. This activation also allows us to showcase our digital capabilities; all content for the digital outdoor campaign was produced in-house.

“The screen experience produced for Cadbury is exceptional, giving us a strong foothold as interactive digital outdoor specialists.”

Val Morgan Outdoor collaborated with an aggregator to collect messages of support from social media channels such as Twitter and Facebook via the hashtag #BringOnTheJoy.

The messages are moderated before being accepted into the aggregator and then displayed across the 90-inch screen experience as part of the creative.

Saatchi & Saatchi Australia senior art director, John Jordan, said in a statement: “Saatchi’s worked with VMO’s creative and production teams to create an innovative piece of digital outdoor.

“Val Morgan Outdoor did a stellar job, seamlessly bringing all these moving parts together to create what we hope will be a highly engaging and impactful piece of digital outdoor.”

The campaign launched at QV in Melbourne, Marrickville Metro in Sydney and Indooroopilly Shopping Centre in Queensland. Over the next fortnight the campaign will travel to a further six shopping centres in NSW, VIC and QLD.


  • Creative Agency: Saatchi and Saatchi


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