2021 Silver Best Creative Solution

Agency: VCCP CX

Client: Cadbury

Campaign Name: Cadbury Worldwide Hide

Campaign Overview

Easter should be a time for care-free connection.

But it's gradually lost meaning, with young people disengaged, parents too busy and Covid-19 running riot.

The brief was to get the nation hiding eggs for one another through an innovative digital platform - highlighting the generosity in everyone

Strategy

To save Easter, VCCP CX and Cadbury created the Worldwide Hide, an innovative digital platform that allowed people to hide an egg anywhere in the world for a loved one, from the comfort of their sofa.

The goal was to own the ritual of hiding eggs, drive awareness, shift perceptions and emphasise the Cadbury brand value of generosity.

The Worldwide Hide also helped Cadbury to establish a successful direct-to-consumer relationship, driving online sales and bringing more people into its database.

Creativity

The Cadbury Worldwide Hide is a digital platform allowing consumers to hide an egg anywhere in the world for someone using Google Maps Street View.

After receiving a personalised clue and finding the virtual Easter egg, a real one could be delivered to them, purchased from Cadbury Gifts Direct.

The solution used cutting-edge technology to create a new platform that immersed the public into a unique hide & seek experience.

Working closely with Cadbury and its partners, VCCP CX developed a scalable cloud platform and integrated CRM, e-commerce and fulfilment to design a fun, personal and seamless customer experience.

Results

· Over 1.78 million site visits in UK and 2.26 million site visits globally

· Over 800,000 virtual eggs hidden

· 14,500 Easter eggs bought

· An additional 687,000 opt-ins to the marketing database

· First UK brand activation to directly link to e-commerce

· One marriage proposal using the platform!

The platform also created longer growth opportunities for Cadbury:

· Scaling to cater for seasonal trading days across more markets beyond the UK

· Opportunity to adapt and expand to support Christmas, Valentine's Day, Mother's Day and other events

· The basis for enhanced personalisation

· Data and permission to recontact buyers and recipients, creating opportunities for added frequency and repeat purchase

The Team

VCCP - Darren Bailes, Executive Creative Director - Jonny Parker, Creative Director - Chris Birch, Creative Director - Matt Holmes, Creative - Abigail Williams, Creative - David Boscawen, Group Managing Director - Sophie Kerbegian, Head of Planning - Matt Smith, Business Director - Charlie Griffith, Senior Account Director - Matt Reed, Account Manager - Oliver Waterstone, Group Strategy Director - Alana King, Planning Director - Luke Alexander-Grose, Planner - Peter Lewendon, Creative Producer - Jon Dewart, Integrated Project Director - Nosisa Majuqwana, Agency Producer

VCCP CX - Jonny Goodall, Chief Design Officer - Adrian Gans, Chief Experience Officer - Mark Sweatman, Head of Technology - Pete Hadden, Head of Project Management - Jon Bancroft, Creative Director - Neil Challis, UX Director - Phil Beaman, Technical Director - Hazel Coleman, Project Director - Harriet Fenton, Lead Producer - Dani Hammersly, Senior Producer - Laura Richardson, Senior Producer - Kirit Chaudery, UX - Andy Potts, UI - Matt Brady, UI - Linas Jovaisas, UI - Nigel OToole, Engineering and Data - Gustavo Rodrigues, Engineering and Data - Ali Kizildag, Engineering and Data - Russell Handy, Engineering and Data

Contributors

Google and Cadbury Gifts Direct