Cadbury|Creme Egg|Getting the goo out

Cadbury launches a digital treasure hunt in a bit to drum up interest for its Creme Eggs


That time of year has rolled around again. Creme Egg advertisements are being rolled out so it must be near Easter, This time Cadbury’s has produced a dedicated website.

The confectionary manufacturer is sticking with the story that proved so popular last year – Cadbury Crème Eggs have escaped and are on a mission to release their goo. Cue the strapline – your country need goo!

As with last year, visitors to the website can follow all the egg-sploits on the dedicated website but this time those pesky eggs have wandered even further They can be seen popping up on their websites such as MSN, Yahoo and YouTube. Once consumers have located the eggs they can enter a special code onto the dedicated website t win prizes such as spoons, beach balls, red letter days and a trip to New York. The campaign includes a quiz on Facebook and there are several games on the site to keep the most eggs-itable fans busy.

Cadbury’s are building on the success of a campaign that proved popular last year and looks likely to be again.

BRAND: Creme Egg

BRAND OWNER: Cadbury

CATEGORY: Confectionery/ Snacks

REGION: UK

DATE: Jan 2010

MEDIA AGENCY: CMW

MEDIA CHANNEL

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Wednesday, April 15, 2009

Cadbury Creme Egg :::Here today, goo tomorrow

BRAND OWNER:Cadbury
CATEGORY:Confectionery/ Snacks
REGION:UK
DATE:Jan 2008 - Mar 2008

With Easter coming early in 2008, Cadbury was keen to improve upon the previous year’s Creme Egg sales in a shorter sales period.

Cadbury was looking for a new way to engage with the target audience of 16-24 year olds, moving away from the 23 year old ‘how do you eat yours?’ campaign.

The key consumer insight was that people have a unique experience of the Creme Egg brand.

Unlike other chocolate products, Creme Egg brand values are lived through its consumption, developing a unique consumer connection.. For the youth audience Creme Egg is all about play, so the communication strategy was based on bringing Creme Egg to life through play.

The return of Creme Egg was announced through homepage takeovers, placement of the TV ads online, search, Yahoo spoof editorial and synchronized display formats targeted to the core audience.

Creme Egg integrated with Bebo’s hit online soap opera Kate Modern by creating a fake live event in central London. A Creme Egg Bebo profile page enabled consumer conversation and a place to host the Creme Egg content. It also specially commissioned episodes of cult online series Weebl and Bob and hosted it on movie-themed website goovies.co.uk. There were spoofs of cult films (including Goobusters, Goo and the City and the Wizard of Goo) and introduced the new Creme Egg character.

As a result, there were over 3.5m visits to the microsite, 120,000 WAP site visits and 105,000 mobile game downloads. 180 million more Creme Eggs were sold - a sales increase of 1.8% year-on-year.

Gillette|Uncut

Gillette goes for rock'n'roll imagery in latest celebrity fronted campaign.

Possibly in a move to counteract recent scandals involving members of their usual stable of clean-cut celebrity spokesmen, Gillette target the under 30s male grooming market with a series of music films featuring artists from the worlds of rock, punk and hip-hop.

Building on the idea that a man's grooming routine helps prepare him to take on the world and face any challenges with confidence, the campaign draws analogy with the preparations made by rock stars before they perform in front of an audience. Steve Fund, director of global marketing, promises that the films will “show a side of the artist that's rarely, if ever, seen – going backstage to show how they prepare, including styling and grooming, and the moments of doubt they experience before taking the stage.”

Greenlight Media & Marketing engaged the services of renowned photographer Danny Clinch, former protégé of Annie Leibovitz and a prolific director of live concert films. Clinch's short film, and the affiliated print campaign, features the All American Rejects, will.I.am of the Black Eyed Peas, Tim McGraw and Mark Hoppus from Blink-182 in their pre-show rituals. After a premiere in L.A, the campaign is set to air on the Fuse television network.

As a supplement to the Uncut launch, the Gillette website will also feature a series of light-hearted video tutorials, also featuring the musicians, where viewers can learn to “Shave Like a Rock Star”.

BRAND: Gillette

BRAND OWNER: Proctor & Gamble

CATEGORY: Toiletries/ Cosmetics

REGION: USA

DATE: Sep 2009

AGENCY: Greenlight Media & Marketing

MEDIA CHANNEL

du|Flash mob @ JBR

Yellow Retail |Your Facebook Sad Friend

Yellow Fun To Go «Your Sad Friend» App.-- Feelings & status updaes instead of segmentation

Yellow - The largest convenience store chain in Israel, has launched its Private label - “Yellow Fun to Go” which includes smoothies, ice cream yogurt and chocolate drinks, sliced fresh fruits and many others - all the sweet things that can make you happy while you are on the go.


The challenge
Creating awareness to the new product line and getting people to experience it through the on-line campaign.


The idea
Taking contextual advertising to the next level: we segmented not through websites or content, but for the first time, through the emotional status of our target audience.


We chose to use Facebook ,the largest social network in the world, as the platform for our campaign.


The execution
We created a Facebook application that offers sending a “cheer up gift” to your sad friends.How? After installing the application, it scanns all of your friends’ status in order to find “sad” behavior– depressions statuses such as “I’m depressed”, “I’m bored”, sad pictures etc’. 


The unique algorithm which was created especially for the application graded the “sadness” level of your friends and found your saddest friend. But finding him is not enough - we wanted to cheer him up that finding your saddest friends 2 things happened:


The saddest friends got a notification on Facebook and also a cellular coupon for receiving one of the new Yellow Fun To Go products for free - Something from Yellow to cheer him up.


The Results
In just 2 weeks:

• 167,000 unique visitors
• More than 45,000 people installed the application
• Thousands of people used their cellular coupons and experienced our special Fun and tasty product line, which made their day brighter than ever.

Advertising Agency: McCann Erickson Israel
VP Creative: Eldad weinberger
VP Creative content: Nir Refuah
Creative Directors: Nir Levi
Copywriters: Assaf zelikovitch, Yoav habel
Social media: Danna Blum
Art director: Maayan Froynd

Social Technographics ladder====classifies how people use social technologies

Lynx|Get in there

Lynx continues its successful repositioning as the fragrance of choice for young men with a new line of digital applications to help guys use “the Lynx effect”.

Most men’s fragrance advertising contains heavy connotations of sex and masculinity. Although while the fine fragrance houses choose to use sensual campaigns with impossibly well-groomed models, Lynx eschews this trend by using more realistic models, in more recognisable settings.

In 2008 Lynx, known as Axe in some territories, created the “Get In There” campaign. Aimed at guys who needed help breaking the ice with girls, Lynx came up with a series of hints, tips and apps so guys could get offline, and get dating. The basic premise that if a guy could successfully start to chat a girl up, the “Lynx effect” would do the rest.

With the second phase, Lynx has produced a selection of light-hearted mobile apps for guys to use in icebreaking situations. With ‘say cheese’ the user asks a girl to take his picture using his phone. When she does, the camera will display a pre-loaded image (Lynx suggest a photo of the user in his underwear) to amuse and, presumably, entice. In ‘perfect man revealed’, the user asks a girl to take a multiple choice test to find her perfect man, with the results rigged to reveal a pre-loaded image of the mobile owner. The most useful application is a digital version of the classic “spin the bottle”, in which the user can control the outcome of each spin by pressing a specific key on their mobile, correlating to the location of the desired target.

These digital extensions to the “Get in there” campaign, demonstrate Lynx’s continued success in finding a digital role in fragrance marketing.

BRAND: Lynx

BRAND OWNER: Unilever

CATEGORY:Toiletries/ Cosmetics

REGION: UK

DATE:Dec 2009

AGENCY: BBH

MEDIA CHANNEL

Nivea Visage| Bubbles

Nivea Bubble Billboard special realisation by JCDecaux for Nivea Visage.