Cadbury’s ‘Bring On The Joy’ Web Messaging Incentivises NZ To Back Paralympians

Ahead of Rio 2016, Cadbury’s is activating its partnership with the New Zealand Paralympic team via a new campaign called ‘Bring On The Joy’ which delivers personal messages of national support to the country’s Paralympians.

Hubbed around a dedicated microsite, the campaign aims to inspire New Zealanders to support their para-athletes by encouraging them to visit the site and leave messages of support in the lead-up to this summer’# Paralympics in Brazil.

All of the public’s support messages will be shared with the Paralympians in ‘surprising and impactful’ ways.

Confetti is being used as the ‘creative glue’ linking the campaign assets together and acting as the unifying visual device to showcase the messages.

Launched on 8 February through a nationwide activation campaign starring several star New Zealand Paralympians – including Sophie Pascoe, Mary Fisher, Cameron Leslie, Michael Johnson, Tim Dempsey and Gemma Fletcher – the initiative is primarily digitally-led through social media and the www.bringonthejoy.co.nz site.

This is supported through social amplification via Twitter

Show your support – share your message #Rio2016 Paralympic team https://t.co/XHNcaj10YH #BringOnTheJoy #SpiritOfGold pic.twitter.com/nBNcP9Iy1l

— NZ Paralympic Team (@NZParalympics) February 8, 2016

and Facebook.

The brand aims to encourage fans by offering a Cadbury Supporter pack as an incentive.

‘With the Paralympic Games just around the corner, we want to shower the New Zealand Paralympic Team with more support than ever before – that’s where you come in! Share a message of support and you’ll not only be helping the team; you’ll also be in with a chance to WIN an Ultimate Cadbury Supporter pack.”

The campaign follows Cadbury’s announcement that it is donating NZD$200,000 to the NZ Paralympic team on the road to the Rio 2016 Paralympic Games and to help support para-sport development in New Zealand.

‘We are honoured to be a major partner of Paralympics New Zealand,’ adds Cadbury NZ country head James Kane.

‘The aim with our NZD 200,000 contribution is to help ensure our para-athletes fulfil their dreams and build a platform for the next generation to follow their lead. In the coming months we will continue to provide the team with our full support ahead of the big event in September.’

Lauren Fildes, Head of Strategic Partnerships and Events at Cadbury adds: ‘We’re calling all New Zealanders to join us in our mission to show support and appreciation for the New Zealand Paralympic Team and rally behind the para-athletes on their journey to the Rio 2016 Paralympic Games. We are really excited about our campaign which provides the chance to inspire the para-athletes and give something back to them as they seek to bring joy to the nation. We encourage New Zealanders to head online to www.bringonthejoy.co.nz in the coming weeks and get involved to help us shower the Paralympians with an overwhelming level of support.’’

Fiona Allan, Chief Executive of Paralympics New Zealand said: “We could not be more grateful for Cadbury’s contribution. Paralympics New Zealand relies on a mix of donations, government grants and support from business to run our many sport and community programmes, which includes covering the cost to prepare and take the New Zealand Paralympic team to Rio. We still have some way to go in securing the funding we need to give our Paralympians the best chance to bring home gold. We hope that Cadbury’s contribution and new campaign will inspire all New Zealanders to get behind us with messages of support and donations.”

The campaign will evolve as the games draw closer and further details will be unveiled in the countdown to Rio.

Comment

This marks a rounded approach to New Zealand athlete support as Cadbury’s is also supporting the country’s Olympic Team.

In fact, Cadbury’s Australia is similarly backing the Australian Paralympic team (to the tune of AU$1m) and is kicking off the leverage plan for this relationship too.

Indeed, it appears the two partnerships are at this activation stage sharing some creative assets.

NEWS: A $1m donation from @CadburyAU marks the launch of Australian Paralympic Foundation https://t.co/w1irnJk0LS pic.twitter.com/B08QrtWMlf

— AUS Paralympic Team (@AUSParalympics) January 19, 2016

Such partnerships are typically aimed at offering both practical, event-specific support, to inspire and enable performances and public support by shining a spotlight on Paralympic sport

Links

Cadbury’s ‘Bring On The Joy’ NZ Para Campaign:

http://www.bringonthejoy.co.nz/

Cadbury’s NZ Twitter:

https://twitter.com/Cadbury_NZ

@Cadbury_NZ

Cadbury’s NZ Website:

http://www.cadbury.co.nz/

Cadbury’s NZ YouTube:

https://www.youtube.com/user/CadburyNZ

Cadbury’s Facebook:

https://www.facebook.com/CadburyNewZealand/