OBJECTIVE:
The goal of the Cadbury Choclairs Gold campaign was to create an AR experience that would engage users and drive traffic to a dedicated microsite.
Building on Cadbury Choclairs' strong association with birthday celebrations, the campaign aimed to transform a birthday event into a challenging game that would capture users' attention, encouraging them to spend time with the brand and explore further on the microsite.


STRATEGY & EXECUTION:
To achieve the objectives of user engagement and driving traffic, we designed the Birthday Cake Dodge lens, transforming a traditional birthday celebration into a gamified AR activation.
Users were placed in a festive environment, personalized with party hats and their names, creating a memorable experience.

The core of the experience was a game where users had to dodge flying birthday cakes, guided by a simple target indicator. This challenge kept users engaged and motivated to achieve high scores, making the experience both fun and competitive.
To extend the experience beyond the AR lens, users were encouraged to visit a dedicated microsite where they could throw their own virtual birthday bash, register for gifts, and learn more about Cadbury Choclairs Gold.


RESULTS / AUDIENCE ENGAGEMENT NUMBER:
The birthday bash AR campaign delivered outstanding results, demonstrating strong user engagement and significant traffic to the dedicated microsite:

1. Reach:
The campaign reached 18.69+ million users, (equivalent to hosting 18.69 million individual birthday celebrations centered around Cadbury Choclairs Gold, making it one of the world’s biggest digital birthday bashes.)

2. Impressions:
The campaign generated 52.57 million+ impressions, (equivalent to at least one user dodging a cake every second all year long, making Cadbury Choclairs Gold the centerpiece of a non-stop digital celebration.)

3. Clicks:
The AR experience drove 279.84K clicks to the microsite, highlighting strong user engagement and interest in exploring Cadbury Choclairs Gold further.

4. Shares:
The campaign achieved 274.14K shares (0.52%), 189% higher than the average share rate of 0.18%, showcasing its viral appeal and user-driven promotion.

5. Saves:
The lens was saved 319.80K times (0.61%), outperforming the average save rate by 177% compared to the average save rate of 0.22%, highlighting the lasting impact and appeal of the AR activation.