Cadbury Creme egg: Hunt the White Creme Egg, 3

Credits & Description:

Title of Entry: Hunt the White Creme Egg
Brand: Mondelez
Product/Service: Cadbury Creme Egg
Client: Mondelez
Entrant Company: ELVIS
Creative Agency: ELVIS
Executive Creative Director: Neale Horrigan
Creative Director: Rob Griffiths
Creative Director: James Hudson
Strategy Director: Camilla Yates
Managing Partner: Caroline Davison
Senior Account Manager: Claire Smith
Design Director: Chris Dorn
Designer: Beth Stanbridge
Technical Lead: Jason Garfield
Senior Motion Designer: Bene Tanser
Motion Designer: Joshua Rodrigues
Creative Producer: Alexander Warren
Brand Manager: Aislinn Campbell
Artworker: Danny Kerley
Sound Design: Michael Pachecho
Producer: Julia Methold
PR Agency: Golin
Media Agency: Carat
Production Partner: Craft Films
Production Partner: EDC
Date of Release: 2019-01-01
Notes: Overview
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.
Brief
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.
Solution
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.
Results
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.