2017 Gold Best integrated campaign

Elvis

Client: Mondelez - Cadbury

Creme Egg Hunting Season

Campaign overview

A travelling lodge to help the public fall back in love with a Cadbury classic.

Launching for a limited time only, Cadbury went about creating a season dedicated to the famous egg to generate sales fast.

Strategy

Rather than letting the fact that Creme Egg would only be on the shelf for a few months of the year limit the brand, Elvis used it to drive desirability, and crucially, urgency to purchase, by inventing a whole new season: Cadbury Creme Egg Hunting Season.

Each touchpoint created would have a clear role to play, all telling separate chapters of the same overarching story of Creme Egg Hunting Season. This would enable Cadbury to drive top of mind awareness and maintain active emotional engagement throughout the campaign.

All supported by an integrated campaign platform, driving people into store by showcasing the product and highlighting the finite period that the product would be available for.

Creativity

Elvis crafted a narrative that lead an integrated story, told across all our platforms from the first point a consumer encountered a piece of Cadbury Creme Egg brand communication, through to store.

The TV ad, staring Gregg, the brand’s passionate Head Hunter, officially launched the brand new season, making the announcement from his mobile hunting HQ: The Creme Egg Hunter's Lodge.

Facebook and Instagram were then used to drive reach on social media with launch content created specifically for the mobile newsfeed. Greg toured the country to spread the word, immersing fans in the new world.

Exclusive Cadbury Creme Egg recipes were also shared to stimulate new ways of eating the chocolate.

Snapchat recruited an army of Cadbury Creme Egg Hunters through the use of an interactive lens that gave people's selfies an animated twist.

Results

The campaign reached 89% of Cadbury Creme Egg’s total audience and increased positive brand sentiment to the highest it's ever been on social media at 84%.

There were 318 pieces of organic press coverage around the campaign, in publications such as Time Out, Cosmopolitan, The Evening Standard and Buzzfeed.

Brand uplift studies on Facebook, YouTube and Snapchat show that the content shifted recall and favourability, showing the positive effect it had on people.

The new creative idea excited retailers, helping strengthen distribution and securing impactful, highly visible in-store activity. Sainsbury's even requested a bespoke experience so people could get involved in Creme Egg Hunting Season in their stores.

The total brand grew by 12% (RSV 1st Jan to 16th April 2017 IRI).

Team

Neale Horrigan (Creative Director) Elvis - Rob Griffiths (Art Director) Elvis - James Hudson (Copywriter) Elvis - Camilla Yates (Senior Planner) Elvis - Caroline Davison (Client Services Director) Elvis - Claire Smith (Account Manager) Elvis - Fallon Kirkham (Lead Creative Producer) Elvis

Contributors

Xquisite Experiential (production) Stink TV (Production)