1. We started with “Unwrap Gold”, giving consumers the chance to experience the moments of joy in London 2012. This was promoted with TV, in-store, OOH, the first ever mobile-screen scratch format and Ireland’s first social bus-stop screen which transported commuters to London 2012 using social media.

2. We developed an integrated media partnership to sponsor the national official all-screen coverage of London 2012.

3. We developed “Bytes of Joy”, the first-ever platform to capture live moments from the Games, focused on Ireland’s first gold medal hopeful, boxer Katie Taylor.

In the break before Katie’s final bout, we broadcast a message to the nation on all screens including National TV and mobile, asking everyone to tell us via Twitter and Facebook how they were enjoying the moment in Irish history. In seconds, we lifted live social posts and magically broadcasted them back to the nation in real time.

• +7% growth in sales in Dairy Milk over the duration of the campaign.

• +2.4% increase in share YOY.

• 73% of people were persuaded to buy more Dairy Milk.

• 48% of people now believe Joyville is the place where Dairy Milk is made, making Ireland the most successful regional launch beating UK and Australia (by +20%).

Plus, thanks to Joyville, 69% of consumers believe Dairy Milk tastes better than ever; the highest Dairy Milk score in “taste” since 2008.

The magic of Joyville is only beginning. May all taste-buds eat Dairy Milk and live happily ever after...