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.