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]