Cadbury’s Creme Egg is an annual treat and only on sale for three to four months a year (from the start of January to Easter).
This year saw another tweak in the overarching creative approach. Building on the ‘Here today, goo tomorrow’ strategy that promotes the seasonal nature of the playful brand, CMW developed the participative campaign ‘Your Country Needs Goo’.
CMW’s brief was to cut through the clutter of the Easter chocolate communications frenzy to reach 18-24 year olds.
The agency developed an integrated campaign of innovative and unique online experiences that would inform consumers of the limited seasonal availability and simultaneously entertain. Entertainment was supplied in a whole host of ways including iPhone apps, augmented reality, an online Creme Egg treasure hunt and Facebook competition to guess the mystery celebrity.
The narrative for this year’s campaign had eggs falling from the back of a truck leaving the Creme Egg factory. Having bumped their heads and developed amnesia, the eggs were now roaming the internet and the real world lost and confused, having forgotten their destiny – to Goo themselves before April 1.
The campaign had to run intensively over four months so it was paramount that it felt consistently varied and innovative – to keep people coming back. So eschewing the boring corporate flash microsite, CMW decided to make the website an integrated hub of all Creme Egg activity, where users could play with innovations, games and new technology that was gradually uploaded to the site over the season.
Campaign elements included:
- iPhone apps:
- ‘Egg marks the spot’ – location based game with Creme Eggs releasing their goo on famous landmarks. Once consumers found the egg they goo’d it and collected the points.
- ‘Scramble the egg’ – shake your iPhone to release the goo and then smudge it all over your screen!
- Creme egg facebook page - Using the campaign narrative of the Creme Eggs having amnesia, CMW created a simple twice-weekly quiz using the Facebook status updates, with fans guessing which famous celeb the egg thought it was.
- Online display advertising - CMW placed ‘lost’ eggs all over the Internet. They then enlisted their target audience of 18-24 year olds to find and help goo the lost eggs, awarding points and instant prizes for each one found. The person who collected the most points won a trip to New York.
- Paid search
- Augmented reality – a Creme Egg comes to life and releases its goo in a Newton’s Cradle – integrating with one of the TV creative ideas.
- More than doubled Facebook fans to 693,283 fans
- 280 comments on average for Facebook posts
- 513,047 downloads of the iPhone app – achieved Number 1 free app status in the app store
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