Cadbury Creme egg: GOO THERAPY

Credits & Description:

Category: Fast Moving Consumer Goods
Advertiser: CREME EGGS
Product/Service: CHOCOLATE
Agency: TRIBAL DDB
Date of First Appearance: Jan 29 2010 12:00AM
Entrant Company: TRIBAL DDB, Auckland, NEW ZEALAND
Entry URL: http://awards.iwihost.com/gootherapy
Creative Director: Daniel Wright (Tribal/DDB)
Writer: Jon Austin (Tribal/DDB)
Art Director: Richard Robson (Tribal/DDB)
Interactive Designer: Steven Leong (Tribal/DDB)
Developer: Alex Cheah (Tribal/DDB)
Creative Technologist: Paul Sanderson (Tribal/DDB)
Developer: Rowan Oulton (Tribal/DDB)
Digital Strategist: Jose Alomajan (Tribal/DDB)
Senior Producer: Tanya Jonson (Tribal/DDB)
Editor: Dion Schmidt (DDB)
General Manager: Megan D'Audney (Tribal/DDB)
Group Account Director: Greg Jones (DDB)
Account Manager: Hannah Peterson (DDB)
Producer: Sharon Eason (DDB)
Media placement: Online - Facebook - 29 January 2010
Describe the objective of the promotion.
Creme Egg traditionally focuses on above the line media for their annual Easter campaign. However, this year they wanted something different. They wanted to use online media to reignite people’s love for Creme Eggs, and create a platform for future digital promotions. The target was to reach 20,000 people on the internet, as well as create excitement and interaction over Creme Eggs limited Easter release. Additionally, they wanted their sales spike to start earlier and last longer.
Describe how the promotion developed from concept to implementation
In the wake of a recession, it’s been a stressful year for kiwis. Forget yoga. What the nation really needed was something they could take their frustration out on. So we created Goo Therapy, an application using FaceBook as a platform, where people could log on and vent their frustrations on a Creme Egg. And to ensure users achieved maximum stress relief, we filmed the whole thing in high definition, super-slow motion. Furthermore, we gave kiwis a chance to have their stress monitored via key words and events on their profile, so we could let them know when their pulse was on the rise and it was time for more Goo Therapy.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our Goo Therapy application destroyed over 79,116 Creme Eggs – four times our initial target, offering stress relief to kiwis across New Zealand. Additionally, 23,360 of our visitors became dedicated fans of the application, and are able to be utilised in future promotions. While we’re still waiting for our final Easter results, Crème Egg experienced a significant surge in sales upon the launch of Goo Therapy – a surge which still remains constant.
Explain why the method of promotion was most relevant to the product or service
For many kiwis it had been a year since they had last enjoyed a Creme Egg, so we needed to reignite their love for the brand. However, due to the limited availability of Creme Eggs, we didn’t have time to build an audience. We needed to tap into an existing platform where we could leverage pre-existing behaviour. Somewhere where people were already talking. FaceBook was the obvious choice. On here we could monitor them, and deliver a truly interactive form of therapy, thus, reigniting their love for Creme Eggs in a small timeframe.