Lead agency: ELVIS
Mondelez needed to hit its Creme Egg sales targets during the four months of the year it's on shelves.
The Creme Egg Hunting Season campaign needed to feel fresh in its third year,engaging an audience that increasingly avoid ads.
The 18- to 34-year-old target market is driven by newness, but as the product itself remains the same from year to year, the onus is on marketing to drive sales.
The Hunt for the White Creme Egg uses scarcity to great effect.
The campaign involved a first-of-a-kind series of free partnerships creating "ultimate Easter eggs".
Partners included Unilever, Heinz, Google, Honda and Benefit, which hid Creme Eggs in their advertising.
Clues released and promoted on social media directed people to the hidden eggs.
People needed to hunt the eggs, photo them and upload images to HuntTheWhiteCremeEgg.com, where they could unwrap the egg to instantly discover whether they'd won a milk chocolate Creme Egg or a rare White Creme Egg.