First Bus’ Post

All aboard! The new Flake 99 bus takes children that have never seen the sea to experience the joys of a British beach. Thank you to Creative Salon Worldwide for selecting the campaign as their Work of the Week. See links in the comments. In some regions of the UK 1 in 10 children have never been to the seaside. In some cities it's 1 in 5 children.  Last weekend the Cadbury Flake 99 bus started the first of a series of free trips from cities across the UK to take lucky families to experience the magic of the British beach. From building sandcastles and netting for crabs to paddling in the cold sea and enjoying the ultimate holiday icon that is a Flake 99 ice cream (every passenger gets one free on arrival), the Cadbury Flake 99 bus is dedicated to introducing children, young and old, to the joys of the seaside.    The campaign by Ogilvy PR was launched by Cadbury UK and First Bus last weekend, the bus took families from inner city London to Southend-on Sea, and will head up to Bridlington from Leeds and Bradford this coming weekend. Ogilvy PR secured more than 211 pieces of earned media coverage, including ITV News and drove 4,000 signs ups for tickets. But the real impact of the campaign was the incredible joy and excitement of the families on board the bus. “As Cadbury celebrates its 200th year anniversary this year, we are thrilled to partner with First Bus to help more families experience the simple joy of a beach trip this summer. While 95% of Brits cherish time at the coast, some children are not setting foot on the sand, so we’ve created the 99 bus to give more families the chance to create memories that we all cherish – building sandcastles, paddling in the sea, and of course, enjoying an iconic Cadbury Flake 99!” Olena Solodka (Shchegol), Brand Manager at Mondelēz International “I remember the first time I went to the beach and was given a Mr. Whippy, topped with a Cadbury Flake - it’s as British as Wimbledon or BBQing under an umbrella. Sadly, many people have never been to the beach, and we thought this was a problem Cadbury and First Bus could definitely fix. After all, Cadbury is an iconic British brand with generosity at its core – and we’re hoping this Summer we can create many more happy family memories.” Charlie Coney, Creative & Strategy Officer (UK and EMEA), Ogilvy Image credit: Jack Hall/ PA Media Assignments #borderlesscreativity