5: SOCIAL (Innovative use of Social Media)
Hunt the White Creme Egg - Mondelez
Cadbury Creme Egg
|Title of Entry:||Hunt the White Creme Egg|
|Product/Service:||Cadbury Creme Egg|
|Sector:||CONFECTIONERY & SNACKS|
|Date of Release:||2019-01-01|
Cadbury Creme Egg’s audience is increasingly avoiding ads. So in 2019, we tackled this industry problem head on.
In a first-of-its-kind collaboration with 12 other brands, we created the ultimate ‘Easter Eggs’ by hiding our super-rare and super-sought after White Creme Eggs in those other brands’ ads.
Clues were seeded on social and once found, people uploaded a photo to our image-recognition-enabled mobile site to instantly discover whether they’d found a white one.
This cross-platform, digital Creme Egg hunt turned other brands’ ads into our ads and then got the nation to stop skipping and start searching for them.
When you’re only on shelves for a few months of the year, generating sales quickly is crucial.
We needed to drive desirability and urgency to purchase through reach and positive brand engagement in a way that was as integrated as our target audience’s media worlds.
We needed to create an ad campaign for an audience that is increasingly avoiding ads.
We created a limited edition product for fans to search for – the rare White Creme Egg. We hid our super sought after eggs in other brands’ ads, getting the nation to stop skipping and start hunting for them!
People needed to hunt them down (with help from clues released on social media), snap and then upload them at HuntTheWhiteCremeEgg.com to discover whether they’d won a milk chocolate or White Creme Egg.
We reached 88% of UK adults at least five times, smashing benchmark view through rates with content driving people to hunt down eggs hidden in other brands’ ads. They were found 760,881 times! Sales increased by 9.9% - not bad considering Creme Egg is already the UK’s biggest Easter brand.
|Account Manager:||Claire Smith|
|Creative Director:||Rob Griffiths|
|Other Credits:||Creative Director - James Hudson|
|Other Credits:||Executive Creative Director - Neale Horrigan|
|Other Credits:||Design Director - Chris Dorn|
|Other Credits:||Strategy Director - Camilla Yates|
|Other Credits:||Creative Producer - Alexander Warren|
|Other Credits:||Tech Lead - Jason Garfield|
|Other Credits:||Senior Motion Designer - Bene Tanser|
|Other Credits:||Motion Designer - Joshua Rodigues|
|Other Credits:||Managing Partner - Caroline Davison|