2019 Media Innovation

The Hunt is On!
Cadbury Creme Egg

Cadbury Creme Egg is only available to buy for a few months each year so sales in that short period have to be maximised as much as possible. It targets a youthful audience who crave newness, but with the product remaining the same from year to year, any campaign needs to make it desirable, so that people will covet it. 

The campaign turned a traditional hunt into a multimedia experience, reflecting how 16-34 year olds consume media, featuring a hunt for a limited edition white Cadbury Creme Egg (that was first introduced in the 2018 campaign), but with a twist related to where the eggs were hidden. For the first time, a limited number of eggs were hidden not only in stores but in other brands’ creative, websites, blogs and videos, turning their ads into Cadbury ads. This was done via partnerships with sixteen other brands, including Google, Unilever, Tesco and Honda. 

Eggs were hidden in a range of the partners’ adverts across print, digital and out of home, with clues across social media as to which brand partners might be hiding eggs, with incentives including cash prizes. 

Activity increased sales significantly, while dwell time on partners’ ads also grew. 

Silver
MediaCom & ITV
Missguided Styles Love Island- Missguided 

Fashion brand Missguided partnered with ITV to offer the clothes featured in the broadcaster’s hit show Love Island to the viewing public,  in real time. The Love Island app became Missguided’s ‘shopfront’, with a special section created and named ‘Island Style’, making the journey from screen to checkout easy and seamless. New designs were created for the app on a daily basis to tie in with was being featured in that evening’s episode.Every night the show aired, sales spiked and the app’s ‘Island Style’ section attracted 11.2m visitors across the series.

Bronze
Manning Gottlieb OMD
Elton John Lewis - John Lewis & Partners 

John Lewis’ 2018 Christmas ad, ‘The boy and the piano’, centres on the piano given to Elton John as a child. Rather than teasing the ad with sight, the campaign used the sound of the piano, with television the main medium. Creating a media first, piano music was weaved into the fabric of ITV’s editorial offering, replacing iconic, and in some cases sacred, ITV theme tunes with a piano version as a tease. Theme tunes to shows such as Coronation Street, Emmerdale, The Chase and This Morning were re-recorded in melodic piano versions and aired across the channel in the 24 hours before the ad launch.. The sonic-only ITV partnership reached nearly a third of the population with an increase of 44% in social buzz. 

Finalists

Spotify and Havas: O2: Discover Live - O2
Manning Gottlieb OMD: PSL GIFS - Starbucks UK
Manning Gottlieb OMD: Sometimes Advertising Isn't The Answer - Virgin Trains
Goodstuff: Augmented Realitree - Yorkshire Tea

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