Cadbury Creme Egg: Integrated Digital Campaign

Check out the site: http://www.cremeegg.co.uk

Creme Eggs are back on the shelves until 4th April and CMW has launched an integrated digital campaign to run throughout the season. The campaign site is now live and sets out the narrative of the eggs. Much like last year the little fellows are obsessed with getting their goo out – it’s in their DNA. However this time there’s a bit of a twist. As the Creme eggs leave the factory in a van, in their excitement they jump around and accidently knock open the van door and fall out onto the grassy roadside verge. They land on their heads and suffer from amnesia. They wander off and forget that their destiny is to release their goo. Consumer are invited to round them on the Your country needs goo area of the website. In the competition Creme eggs are to be found roaming the internet on sites including MSN, Yahoo and YouTube. Consumers have to locate them and enter a special code into the Creme Egg website for a chance to win a range of prizes including Creme Egg key rings, spoons, beach balls, Red Letter Days experiences and a trip to new York.

Advertising Agency: CMW, London, UK
Creative Directors: Iain Hunter, Jamie Bell
Art Director: Dan Plotkin
Copywriter: George Leaney
Designer: Elliott Wright
Planner: Steve Taylor
Account Management: Matt Smith, Anna Pinckernelle
Technical director: Matt Klippel
Released: January 2010