Kraft's Cadbury Dairy Milk took to the streets of Kuala Lumpur with its own Cadbury Dairy Milk Taxi, in conjunction with the World Happiness Day observed by the United Nations annually on 20 March.
On 20 March, from 8.30am to 8.30pm, the Cadbury Dairy Milk Taxi, which is a Hummer decked in purple and white candy stripes and gold accents, drove around town picking up and dropping off busy city dwellers within its route for free.
The interior of the taxi was scented with chocolate and when inside the taxi, passengers were treated to Cadbury chocolates.
The campaign is a part of Cadbury's ongoing "Share the Happiness" campaign, initiated in 2011.
"World Happiness Day is the perfect event for us to give thanks to our loyal consumers for their support. Our unique happy taxi will help Malaysia celebrate World Happiness Day even more," Toby Smart, senior brand manager at Cadbury Dairy Milk, said.
Smart added that while results are not in yet, Cadbury hopes to reach one in three Malaysians (approximately 10 million impressions) through PR and digital.
This campaign, which runs from 18 until 22 March, is targeted at Malaysians who are fans of the Cadbury Dairy Milk.
The campaign is publicised via social media, namely Cadbury's official Facebook page, which currently has 220,000 fans.
On Facebook, fans were encouraged to submit their most interesting request for a ride in the Cadbury Dairy Milk Taxi.
Fans can also share the happy cab ride experience on Facebook or tweet about their ride to @CadburyMY with a hashtag #worldhappinessdayMY.
For this campaign, the creative and public relations were managed by Text100 while Mindshare is the media agency.