Cadbury believes that there is “a glass and a half in everyone”, that little extra you can share to bring people together, and enable human connection, even if physical connection is impossible.
The whole Worldwide Hide experience, digitising Easter; a time when people would traditionally get together and share chocolate eggs in real life, only we flipped the classic family and friends Easter egg hunting game ritual on its head.
Now in its second year, we have learnt, iterated and improved the core digital experience, focused on writing clues, finding eggs and the generous act of hiding an egg for someone you love – anywhere in the world, online.
Journeying across CRM, e-commerce and fulfilment, we used cutting edge cloud tech with innovative Google Maps integrations to introduce the public to the accessible platform’s unique hide and seek experience; hiding an egg, sending a clue, which once found, delivered a real Cadbury Easter Egg to the recipient.
A week before Easter Sunday, we had sold out of eggs, received over 2.26 million site visits, over 800k eggs were hidden in total and 14.5k eggs bought and a couple even used the platform for a marriage proposal!
Most Effective Digital Campaign: Gold