Cadbury Creme egg: RELEASE THE GOO

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: CADBURY

Product/Service: CRÈME EGG

Date of First Appearance: Mar 1 2010

Entrant Company: JUNGLE MEDIA, Toronto, CANADA

Brand Manager: Talia Lysiak (Cadbury (Kraft))

Buying Supervisor: Krystal Seymour (Jungle Media)

Planning Group Manager: Michelle Johnston (Jungle Media)

Brand Partnership Manager: Catherine Halliday (MTV Canada)

Director, Brand Partnership & Programs Marketing: Dave Caporicci (MTV Canada)

Creative Agency: (Saatchi NY)

Media placement: TV, Online, stunt - MTV Live - March 2010



Insights, Strategy & the Idea

Cadbury Crème Egg wanted to build upon a key finding among teens – that de-gooing the egg is a playful-messy-fun experience that is unique and different for each Cadbury Crème Egg Lover.



We joined forces with MTV Live to create an integrated campaign; utilizing MTV Live Hosts, in-show content, broadcast & digital media all designed to drive buzz while reinforcing uniquely fun ways to release the goo from the egg.



We asked our core target “how’d you like to see a giant life size, 4’ Cadbury Crème Egg de-goo’d?”



Each of the four hosts devised & lobbied in-show; how they’d release the GOO from the giant egg, driving the audience to vote online. The idea with the most votes would then be carried out on MTV Live, in what might be the largest de-goo ever on National TV.



Creative Execution

The hosts proposed de-gooing methods were:



Daryn – medieval catapult, load it with items showcased in the brandsell TV spots and fire them at the egg.

Sheena – Sumo Wrestle the goo out of the Egg.

Paul – battle the egg in a super hot Sauna to see who would melt first

Nicole – hoist the egg on an industrial crane and smash it wrecking ball style against the MTV building





In conjunction to each hosts :30 sec de-goo vignette and multiple in-show mentions, a :30 second co-branded spot and :60 sec teaser were also produced that ran across the network and on MTV.ca, in-show & MTV Facebook page mentions; the battle became so ruthless that hosts took to their own personal social accounts - further extending awareness and hype surrounding the campaign.



To keep the big de-goo day top of mind post-vote we ran tune-in reminders leading up to the big day.



Results and Effectiveness

On Wed. Mar 24, 98,400 viewers tuned-in to watch Sheena sumo wrestle the goo out of the Giant Cadbury Crème Egg Live; representing a 43% audience increase, which can solely be attributed to the de-goo event. 71,100 of those viewers were the highly coveted demo!



During the short 10 day voting period, 24,000+ MTV viewers visited the site, with 13,000+ viewers voting, spending on avg. 5 mins per visit.



Over the 5 wk window - the campaign generated over 33,000 active twitter followers, 26,000 FB fans



The de-goo was a huge playful-messy success and relevancy scores improved against the target.