Joyville represents both a magical place where Cadbury Dairy Milk is made AND a philosophy about making the world a more joyful place. Our strategy was therefore to move from demonstrating expressions of joy to actually creating it.

We turned grey to purple by bringing joy to a pretty glum place; CBD train platforms during the morning rush hour. On June 28th 2012, commuters rubbed their eyes in disbelief as a giant, shiny, purple, steam train whistled and chugged its way into Sydney’s central network unleashing tonnes of Cadbury Dairy Milk Chocolate and unexpected joy upon thousands of commuters. Cadbury was delivering to its vision, engaging PR and social media to help spread this stunt to 10 million people within 2 days.

Incorporating an old train within an existing rail network has never been undertaken before by a brand. The idea of bringing joy to the everyday was particularly apt for Cadbury and their brand purpose of making the world a more joyful place. And a joyful train travelling from Joyville and into people’s everyday was the first time Joyville became part of Australians’ lives in a very real way.

Over a tonne of chocolate was sampled and this was labelled 'the largest experiential activation of the year' by B&T, Australia’s leading marketing title. It gained nationwide PR, was featured on breakfast TV and was viewed by 10 million people within the two days (total pop: 22 million). There were over 570,000 tweets and more than 10,000 Instagrams within one week. Post-tracking consumer results revealed 75% liked or loved the activation and our train was mentioned in Canada and the US. The Joyville Train reached 300,000 blogs and digital communities were asking when the train would be coming to their neighbourhood!