Toot Toot – the Next Stop is… JOY!

A Joyful Media Release from Cadbury Dairy Milk

Sydney - Cadbury Dairy Milk chocolate has revealed the next big chapter of the Joyville story, unleashing a giant purple steam train onto the Sydney suburban rail network in one of the country's biggest experiential activations of the year.

Travellers on Sydney's suburban rail network were stopped in their tracks and left rubbing their eyes with disbelief as a giant purple steam train complete with white candy stripes and magical gold accents, pulled into their station, bursting with Cadbury Dairy Milk chocolate and filled to the brim with happy workers from the mythical land of Joyville.

Making a special express journey from Joyville to the real world, the purple Joyville Train emerged on an otherwise grey winter's day and stopped mysteriously at Redfern, Central and Strathfield stations sharing joy and delicious Cadbury Dairy Milk chocolate with commuters.

With the whistle and chug of a 1916 historic steam engine, nine Joyville workers emerged on each of the stations where they distributed thousands of Cadbury Dairy Milk products to the surprise and delight of unsuspecting travellers. In a visual spectacular, the Joyville workers dressed head-to-toe in purple and white weaved between travellers, dancing through the crowd and sharing their generous gifts with families, couples, solo travellers and groups of friends.

Armed with large vintage purple milk churns and candy striped trays with an array of Cadbury Dairy Milk favourites including Cadbury Dairy Milk Chocolate blocks, Cadbury Dairy Milk Buttons, Cadbury Dairy Milk bars, the Joyville workers showed their generous spirit and added a welcome splash of colour to the station platforms.

Disguised across the platform and on board the Joyville Train, four secret cameras captured the surprise and delight of travellers at Redfern station as the Joyville Train rolled in and the Joyville workers distributed their joyful packages. The highlights of this footage formed a 45 second Joyville TVC to air across all major networks from Sunday July 1, before being rolled out across Gold Class cinemas, catch up TV and Facebook.

The unique TVC, which was shot on location at Redfern station has been developed by Saatchi & Saatchi Sydney and produced by Jungle Boys for use nationally and will follow the style of previous Joyville installations with a focus on beautiful, rich colours and polished vision capturing interactions between the Joyville workers and members of the general public.

The Joyville Train was brought to life by experiential agency Wonder and is Cadbury Dairy Milk's next major instalment in creating the myth of Joyville, as well as the third campaign TVC. It follows the release of Cadbury Dairy Milk's Joyville TVC demonstrating where and how Cadbury Dairy Milk chocolate is made in April 2012 and the Marvellous Creations TVC and product launch in May 2012 which gave us another peek into the mysterious and colourful world of Joyville.

An integrated digital strategy will support the Joyville Train activation including a dedicated Facebook page encouraging and supporting user generated content, as well as an online portal featuring the Joyville Train, encouraging consumers to ‘jump on board' the Joyville journey: visit for more.

A select few media, bloggers and train enthusiasts were also invited/tipped off as part of the activation and were positioned on the train and across station platforms to ensure they could capture footage and imagery of this once-in-a-lifetime event.

Ben Wicks, General Manager Marketing Chocolate for Cadbury Dairy Milk, said the Joyville Train was an ambitious and exciting activation that would set new standards for experiential marketing across Australia.

"When Joyville was launched in April this year we promised to deliver joyful and playful experiential activities that consumers have never seen before. We not only believe that the Joyville Train delivers on this promise, but it may also be one of the biggest activations to hit Australia this year.

"The Joyville train reveals the next chapter from the mythical land of Joyville, with the ultimate goal of continuing to amplify the joy that Cadbury has been bringing to Australians for decades," he said.

Log onto to jump on board the Joyville Train and see more of the amazing footage of the train's visit to Sydney.

Campaign Credits

Advertising: Saatchi & Saatchi (Sydney)
Production : Jungle Boys
Post Production: Jungle Boys
Experiential: Wonder
Digital: Visual Jazz
Media: Carat
PR: Royce

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