Your Country Needs Goo

Creme Eggs go on sale from January to April. CMW's brief was to cut through the clutter of the Easter chocolate comms frenzy to reach 18-24 year olds with an integrated campaign of innovative and unique online experiences that would inform them (of the seasonal availability) and entertain, in a medium with entertainment options abounding. 

CMW's narrative for this year’s campaign had eggs spilled from a truck leaving the factory. Having bumped their heads and developed amnesia, the eggs were now roaming the internet and the real world lost and confused, having forgotten their destiny – to Goo themselves before April 1st. 

We placed ‘lost’ eggs all over the Internet and, using an iPhone augmented reality app, in the real world too. Then we enlisted our 18-24 year olds to find and help goo the lost eggs, awarding points and instant prizes for each one found. The person who collected the most points won a trip to New York. 

Creme Egg website 
The campaign had to run intensively over 3 months so it was paramount that it felt consistently varied and innovative – to keep people coming back. So eschewing the boring corporate flash microsite, we decided to make the website an integrated hub of all Creme Egg activity, where users could play with innovations, games and new technology that was gradually uploaded to the site over the season - including augmented reality, 3GS mobile technology, an iPhone App, the GOO Am I facebook game and Creme Egg’s very own blog of gooing season. 

With online display advertising 
hidden egg creative alerted viewers to the presence of eggs hidden around the Internet. Some in more obvious places such as MSN’s homepage; some in more obscure places such as niche blogs – the deeper you searched the more eggs you found.