DM campaign of the week: Cream Egg
CMW has created a DM Pack for Cadbury’s Cream Egg in the hope that it will maximise the advertising created by brand advocates online.
This is a limited run campaign to announce that the eggs are back from January 1st. Together with the TV ad, which asks us to release the goo, key brand advocates were sent the pack which plays on the ‘handle with care’ delivery note. Instead the pack encourages reckless handling which would enable early release of goo even before the receiver has opened it. It’s humorous and in keeping with the Cream Egg’s mischievous behaviour that we see in the TV campaigns.
Inside there is a letter which thanks the receiver for the support in releasing eggs goo in the past, and also sends a three pack of eggs in order to encourage them to blog, or post campaigns online, either on Facebook, Bebo or other sites like MySpace or private blogging sites.
Banner Ad
The pack works on many levels which are harder to track in monetary terms but can have excellent results when social media takes over. Sites such as Facebook can be very powerful tool in publicising products, and if the brand advocate gets it right then it can really make a difference to sales.
Together with the TV ad, this pack is a light hearted campaign, playing on the Cream Egg persona, which works well as it appeals to the youth market who is the main group of people using these blogging and networking sites but also make up a large chunk of their key consumers.
5/5
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