Best Campaigns of 2010 – Cadbury and Round YouTube

In July 2010, Cadbury Australia broke out of the typical rectangular video player box and made it go round. It was part of Cadbury Dairy Milk Rollpack’s “Ready to roll” campaign and the idea was an instant hit. They were featured on Australian YouTube and the idea being first of its kind, caused a huge stir in the online market.

Embedding was not an option, commenting could only be done via Cadbury’s Channel, functionality was not as much as the traditional YouTube player but the video created a true BUZZ.


Steve Back (Cadbury’s Digital Agency, Saatchi & Saatchi Australia’s, ECD), while explaining the campaign idea, said “This idea was about offering people a quick, unexpected moment of joy in a unique space.”

Therefore, the answer is simple: The Digital Audience craves for something, anything new and unconventional on popular online platforms. If your idea clicks, they travel the road to digital success for you.

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