To bring to life the Cadbury, ‘Free the Joy’ campaign Val Morgan Outdoor teamed up with Carat and Saatchi & Saatchi in an interactive digital activation to show support for the Australian Paralympics team.
The activation invites passers-by to send an online message of support to the Australian Paralympics team by encouraging them to type their message of support. An on screen pledge counter automatically captures and records the message, later integrated into the on-screen creative.
The activation is reinforced by brand ambassadors during peak shopping centre times.
Val Morgan Outdoor MD Anthony Deeble says this activation was all 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. These messages are then displayed across a 90-inch screen.
Saatchi & Saatchi Australia senior art director John Jordan says: “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 New South Wales, Queensland and Victoria.
Creative Agency: Saatchi & Saatchi
Media Agency: Carat