Madison Media’s campaign for Cadbury has been featured in the ‘Cream of Venice Selection’, a show reel of innovative communication ideas picked from across the world. This show reel will be shown to delegates at the inaugural Venice Festival of Media, the world’s first festival of media creativity and innovation, to be held in Venice from April 15 to 18 this year.
The case study was from Madison Media for its client Cadbury, where the brand helped aspiring Indian youth by bringing their vital exam results direct to their mobile phones.
This campaign in India is one of only 34 campaigns to have been selected, from a total of 19 countries. This campaign will be shared with advertisers and media specialists from around the world before the Festival Gala Dinner in Venice on April 17. It is also in contention for the final Idea of the Festival Award, sponsored by Yahoo.
The shortlist of media campaigns was drawn from the listed entries in Cream magazine, a media industry publication, now distributed in 61 countries. The special panel for the final Cream of Venice Selection included the Mainardo de Nardis, CEO, Aegis Media; Maria-Luisa Francoli, CEO, Media Planning Group; Steve Harrison, International Media Director, Schwarzkopf and Henkel; Mauricio Sabogal, CEO, OMD Latin America; and Paul Woolmington, Partner, Naked Communications, New York.
“Cadbury took its message of celebration into those tense moments students discover how well they did in their exams. By allowing them to find out their results in private, it also brought clear benefits to the consumer. This is engagement and innovation at a key moment in consumers’ lives,” said Alastair Ray, Editor, Cream magazine, in a prepared statement.
The VFM is being launched to reflect the growing importance of media in the way advertisers communicate with consumers. With an exhibition designed to showcase the latest media technologies, research techniques, content ideas, media trends and trading practices, in addition to a two-day conference and a full networking programme, the VFM is being marketed across the world and is already ahead of expected delegate bookings. The launch event is sponsored by Yahoo, Eurosport, OMD Worldwide, Aegis Group, Euronews, JCDecaux, Advertising Age, World Federation of Advertisers, EGTA and the EACA, and more than 20 global brands have pledged to send delegations.