Overall, Cadbury has produced a successful integrated communications campaign. Aside from the mild controversies, they have created a campaign which appeals to its target market and utilises a range of media from outdoor to online.

The campaign has proven to be effective with B&T reporting that the Joyville train ad alone engage with over 13 million consumers in Australia. Ben Wicks, GM Marketing for Cadbury told B&T: "We're very please and honoured by the response we've had to the Joyville campaign. The campaign has exceeded our expectations, and we couldn't be happier with the results."

This proves the success of the campaign and personally I believe it is a result of the Joyville campaign, throughout all media, making sure it developed and continually reinforced a relationship between Cadbury and it's customers.

References:

B&T. 2013. Cadbury's Joyville to make Easter return. [ONLINE] Available at: http://www.bandt.com.au/news/advertising/cadbury-s-joyville-to-make-easter-return. [Accessed 13 July 13]

Globally, the Joyville campaign has included outdoor advertising and art. In New Zealand, Saatchi & Saatchi Sydney teamed up with artist Iaan Buchanan to create a 3D chalk-art experience to the public. Buchanan talks about how he integrated his art into the campaign "The campaign is very visually joyful and playful in its spirit, from a marketing perspective consumers will be seeing a range of activities that will bring the Joyville story into their lives and amplify the joy that the brand brings." A cast of Joyville workers were also on site to take photos with and interact with the public, another key feature consistent throughout the campaign.

Throughout the campaign there has been some controversy surrounding both the products being promoted and the TVC's. 

Many people have voiced their opinions that the Joyville campaign and the TVC's in general are irritating and don't compare to the previous creative and quirky advertising of the past, such as the gorilla and dancing eyebrows ads. 

Another controversy surrounding the campaign came to light when a disgruntled consumer claimed that the Joyville campaign was misleading consumers. The complainted featured on the ABC's The Checkout, highlighting the fact that the Cadbury Dairy Milk blocks had been reduced from 250g to 200g, only for the Joyville campaign to increase the blocks by a 'generous 10% more joy' to 220g. Cadbury attempted to defend themsleves but the damage was already done.

References:
Campaign Brief. 2012. Cadbury's Iaan Buchanan brings 'Joryville' 3D chalk art experience to Auckland this weekend. [ONLINE] Available at: http://www.campaignbrief.com/nz/2012/06/cadburys-iaan-buchanan-bring-j.html. [Accessed 12 July 13].

Food Magazine. 2013. Cadbury defends joyville after The Checkout slams campaign. [ONLINE] Available at: http://www.foodmag.com.au/news/cadbury-defends-joyville-after-the-checkout-slams. [Accessed 12 July 13].

Cadbury has used TVC's to reach a large audience and promote the Joyville campaign, the very first Joyville TVC was aired a year ago and was used to introduce the public to the campaign and the general concept of Joyville.

Since then, the well-integrated TVC's have been used to promote the Marvelous Creations product line, the Special Delivery sales promotion, the 10% more joy in each block and of course the continual association between Cadbury Dairy Milk and the concept of joy itself.

One of the most impressive, integrated TVC's is the Joyville train ad, it shows a giant purple Joyville steam train making its way through the Sydney suburban rail network. The TVC particularly focuses on the train's arrival into Redfern station and the excitement created when the Joyvilleworkers begin to hand out free blocks of Cadbury Dairy Milk.

There was some mild controversy surrounding the Joyville train TVC, as commuters were delayed and had to take other means of transport, some took to twitter to vent out their frustration.

The TVC's are well integrated and follow the style of the Joyville campaign 'with a focus on beautiful rich colours and polished vision, capturing interactions between the Joyville workers and members of the general public.' Turning the Special Deliveries into TVC's was also a well though out integration technique, linking the ads with other elements of the campaign.

References:

Campaign Brief. 2013. Cadbury launches new Joyville campaign to support improvements to Cadbury Dairy Milk block range via Saatchi & Saatchi Sydney. [ONLINE] Available at: http://www.campaignbrief.com/2013/05/cadbury-launches-new-joyville.html. [Accessed 10 July 13].

Campaign Brief. 20012. Cadbury unleashes Joyville steam train into Sydney's rail network in new campaign via Saatchi & Saatchi, Jungleboys and Wonder. [ONLINE] Available at: http://www.campaignbrief.com/2012/06/cadbury-joyville-steam-train-a.html. [Accessed 10 July 13]

Customer-orientated sales promotions is another tool which was used earlier this year in the Joyville marketing campaign. They ran Special Delivery competition, giving away 1,000 blocks of Cadbury Dairy Milk per day  and giving 6 Australian's the opportunity to win what brings them joy, completely made out of Cadbury Dairy Milk chocolate.

To enter, customers had to purchase a block of Cadbury Dairy Milk and the visit the website to enter. This not only encourage sales but also got the customer visiting the website discussed earlier and interacting the Joyville, and becoming increasingly apart of the campaign.

This sales promotion was very well integrated, the major prizes were not only delivered in Joyville themed cars by Joyville themed people but two of the Special Deliveries were turned into 15 second TVC's creating a buzz with the campaign.

References:

Campaign Brief. 2013. Two new 15 second spots in Joyville Special Delivery promotion go to air via Saatchi's, Sydney. [ONLINE] Available at: http://www.campaignbrief.com/2013/03/two-new-15-second-spots-in-joy.html. [Accessed 10 July 13]

Cadbury has included internet marketing into its Joyville campaign, they have created an interactive website and a Facebook page to reach consumers through the ever growing wide world web.

The interactive Joyville website (http://joyville.cadbury.com.au/) not only contains links and access to the Joyville TV commercials it also provides the public with the option to look into the history of Joyville and play simple games such as the 'joy-o-meter' and 'secret recipe' game.

The website has been well integrated with the campaign, it sticks to the overall Joyville theme carried throughout all the marketing mediums. 

The website has been well thought out addition to this integrated campaign campaign, like many other aspects of the Joyville campaign, it gives the public a story and a place for them to interact with the land of Joyville. Another powerful element is the option for customers to vote on whether to keep the new Marvelous Creations product, this makes Cadbury's customers to feel valued but also gives the company consumer perspective.

Facebook and social media in general can be an extremely effective way to reach millions of people. The Cadbury Facebook page is another online marketing tool utilised well by the Joyville campaign, it has been well integrated and provides another form of communication between Cadbury and its customers. It gives product, competition and general Joyville updates, but most importantly it allows the public to have their say and become involved in the world of Joyville.

References:

Cadbury Dairy Milk. 2012. Joyville. [ONLINE] Available at: http://joyville.cadbury.com.au/. [Accessed 28 June 13].

Facebook. 2013. Cadbury Dairy Milk. [ONLINE] Available at: https://www.facebook.com/CadburyDairyMilkAustralia/app_369549226437039. [Accessed 28 June 13]

Welcome to Joyville!

Cabury's Joyville campaign has been running since 2012, according to the company "Joyville is positioned as a mythical place that lives in the imagination of chocolate lovers around the world, it is a magical place where Cadbury chocolate is made. A place where worker whistle to chocolate, milk is stored in hillsides and chocolate is transported in purple pipes and delivered by purple vehicles."

Cadbury has worked hard to successfully integrate this vision into all aspects of their campaign, through utilising a variety of media such as TV, online including a website and Facebook page, sales promotions such as the "what brings you joy" competition, and outdoor media including 3D street art.

Cadbury has worked with Saatchi & Saatchi to create the Joyville campaign. It mostly promotes its brand image but also the the new Marvelous Creations product line and Cadbury Dairy Milk's controversial, new 'generous' block sizes. 


References:
Adworld Ventures Ltd. 2012. Cadbury Launches Joyville Campaign. [ONLINE] Available at: http://www.adworld.ie/news/read/?id=8404ee99-70f7-440e-8c1b-8cc6ae0bc645. [Accessed 27 June 13].

Campaign Brief. 2013. Cadbury launches new Joyville campaign to support improvements to iconic Cadbury Dairy Milk block range via Saatchi & Saatchi Sydney. [ONLINE] Available at:http://www.campaignbrief.com/2013/05/cadbury-launches-new-joyville.html. [Accessed 27 June 13].