The Cadburys Gorilla ad was without doubt the biggest campaign of last year - skillfully and ingeniously created by Fallon London. Even my conservative Aunt spoke about it to me - the first time she had ever mentioned an ad to me. It caught fire across most of the public imagination, and won plaudits both professionally and in the public sphere. The press went crazy and the public remixed it and it got millions of views on its own site and on YouTube - in short it went viral.
There are sceptics, who argue that the ad does nothing for sales, but Cadburys and Fallon have released figures that show a positive result. But if I asked you to guess what impact it had on sales, what would you say? 50%? Perhaps 150% or even 1,500%? The answer is that it raised sales by 7% according to Cadburys.
It seems the ad was bigger than the brand. This also happened with Budweiser's wassup campaign, where the campaign went viral with people saying wassup everywhere, except for when they ordered a beer.
These campaigns created buzz, but failed to put up a net for capturing that buzz and turning it into sales through creating long term brand conversations. This would mean creating advertising that is about messages but that also has an experience attached to it that ultimately leads to sales.
Where was the sales promotions, the loyalty programs, the eCRM, and the data capture? This side of things is the heavy lifting side of marketing - when you create buzz you need to create conversion mechanism or buzz stays as buzz. We await part II to see if Fallon can capitalise on its idea of A Glass And a Half Full Productions.
More Cadbury Sales and Graphs here.