Here Today Goo Tomorrow

Background

Because Cadbury Creme Egg is only on sale for three to four months a year (start of January to Easter), it is effectively relaunched every year, and brand awareness is critical in driving sales. This year there was an added challenge: a new creative approach. The iconic ‘How do you eat yours?’ was replaced by ‘Here today, goo tomorrow’ with Creme Eggs intent on ‘getting their goo out’. The challenge was to get 16 to 24-year-olds talking about and interacting with the Creme Egg brand in a fun, light-hearted way.

Idea

The umbrella ‘Here Today, Goo Tomorrow’ campaign, developed by Publicis London, sees the Eggs trying to release their goo in ever more inventive ways, with creative focusing around their compulsion to splurge, splat and ooze their gooey content all over the place. CMW Interactive created a campaign that saw the famous Eggs giving in to an irresistible inner urge to release their Goo across the digital space.

The creative theme of eggs intent on committing ‘gooicide’ was executed across a microsite that contained specially created games (such as 'eggs and ladders', mobile (WAP site and games), social networks (Bebo), including content integration into cult Bebo series KateModern, spoof editorials on Yahoo! and specially commissioned episodes of Weebl and Bob, the cult online heroes (www.goovies.co.uk). In addition, the campaign included online display advertising, paid search, interactive bus and tube panels, text links and rich media in MSN messenger as well as emails. The strategy was to be where the audience was, searching them out and entertaining them in their own backyard.

Results

The Bebo profile attracted nearly 20,000 friends and more than 8,000 people installed the Bebo application. In addition, more than double the target number of people downloaded the free mobile game. In terms of overall awareness, the campaign exceeded its objectives and interaction rates were higher than for previous campaigns.

Target audience

16 to 24-year-olds

Our Thoughts

I don’t know what’s been happening at CMW. I hope they’ll forgive me for saying it, but once a fairly humdrum sort of DM shop, they seem to have sprouted an Interactive division and transmogrified into one of the more innovative communications agencies in the UK. The integration of the ‘gooicide’ idea into KateModern on Bebo and across other social media in an array of different formats is just brilliant. Respect.