Hugging Bars
Agency: Ogilvy Singapore
Client: Cadbury Malaysia
With the ongoing pandemic, physical touch is scarce and even feared - How do we bring back this physical intimacy to the public in spite of it? The Hugging Bars campaign for Cadbury Malaysia calls on people to reach out and melt someone’s heart through our physical Cadbury chocolate Hugging Bars.
Hugging Bars E-mart
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We created a Branded Virtual Store on Grab which exclusively only carries CDM Hugging Bars.
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Using paid media, organic & paid social as well as Grab Ads, we deep-linked & drove traffic to our Cadbury Hugging Bar Virtual Store, inviting consumers to mix & match a pair of Hugging Bars and have them delivered via Grab delivery.
Hugging Bar Short Stories
To amplify this campaign, we created a series of simple gifs that tell stories of two Hugging Bars reaching out and embracing each other - Each story gives people inspiration for whom they can reach out to.
#HuggingBarFilter
We created an AR filter which detects when two physical Hugging Bars are in frame and turns them into animated 3D bars squeezing each other tight – letting people really feel the hug!
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In addition to the filter, we created additional assets to drive leads to our IG filter.
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POS Collateral
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Wobblers with a QR code leading to our IG filter next to Hugging Bars at POS.
Grab Delivery Add-on Card
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A simple card with a QR code leading to our IG filter with every Hugging Bars order.