Cadbury is keeping their 2010 Bicycle Factory campaign open until November 14, 2010 so UPC codes from candy and chocolate wrappers can still be added - each UPC code represents a single part of a bicycle - each bike in the campaign needing 100 parts or UPC entries. In 2010, this campaign has already built 3799 bikes and is striving to reach its goal of 5,000 bikes by mid November. Real-time monitoring captures the campaign’s progress on its microsite of a virtual factory at www.thebicyclefactory.ca
Last November 2009, in its first year, the Bicycle Factory successfully delivered 5,000 bicycles to more than 200 communities in Ghana. Cadbury saw the Bicycle Factory program as an opportunity to help under privileged children, particularly those in Ghana, a region close to Cadbury’s heart due to its involvement in the country for over 100 years.
The Bicycle Factory is marketed in Canada with TV spots, Facebook pages (http://www.facebook.com/BicycleFactory), and a Twitter feed (http://twitter.com/bicyclefactory), all pointing consumers to an online microsite at www.thebicyclefactory.ca to enter UPC codes from Cadbury products such as Caramilk, Dairy Milk, Trident gum, Dentyne gum, Maynards Wine Gums, and Sour Patch Kids to help build bicycles. Each UPC adds an additional part to a bicycle destined for Ghana.
An impactful TV spot with its memorable music track from the Vapor Music Group kicked off the campaign in 2009 showing the multiple uses of a bicycle in Ghana - from a delivery truck, to an ambulance, to a school bus, bicycles in Ghana are shown to be more than a mode of transportation. Bicycles are an important part of life and can make a significant difference. Bicycles in Ghana give children access to education and sustenance, as well as economic and social opportunities. According to the United Nations, children often have to walk over two hours per day to attend school in Africa with 40 million children not attending due to the access issue.
In 2010 Cadbury brought additional attention to its Bicycle Factory’s efforts. Cadbury’s agency for the project, the Hive partnered with Frantic Films and JUJU films to create a 45 minute documentary Wheels of Change which aired on CTV in early October with 20,000 copies of the DVD distributed to the Free the Children's We Day event which challenges schools in Canada to make a difference at home and abroad. The documentary follows the lives of three children in Ghana who received the bicycles, using a lens to document how the program is making a difference.
As for success, in its first year the Bicycle Factory’s microsite received over 400,000 on-line entries which helped deliver 5,000 bicycles to Ghana. To date its Facebook page has over 1986 likes, CTV may be airing the documentary again in 2011, and Cadbury is on track for meeting its target of delivering 5,000 bikes in 2010. Cadbury Canada plans to continue its Bicycle Factory program in 2011 and is encouraging its sister companies in the UK and Australia to become involved. We wish you well!
Below you can click on links to the impactful Bicycle Factory TV spot, and a teaser showing the 2009 delivery of the bicycles in Ghana , and a trailer to the TV documentary Wheels of Change. Be sure to follow this program’s success by subscribing to its YouTube channel at http://www.youtube.com/user/TheBicycleFactory
TV spot -The Power of Bicycles http://www.youtube.com/watch?v=KRpI9k5n9Ps
Delivery of Bicycles - 2009 Delivery http://www.youtube.com/watch?v=jItwmLoHpUU
Trailer to CTV documentary - Wheels of Change http://www.youtube.com/watch?v=WntWdkcsX48www.thebicyclefactory.ca