Creative agency ELVIS and its client Cadbury triumphed at the DMA Awards last night, picking up the Grand Prix for their Cadbury Creme Egg ‘Hunt the Creme Egg’ campaign.
The initiative, which saw Cadbury Creme Egg ‘hacking’ the ads of other brands, including Google, Benefit and Persil, also picked up Gold awards in the Best Integrated Campaign and Best Digital Experience categories. In addition to this, ELVIS and Cadbury were awarded a Silver in the Best Brand Building category, for their work on Cadbury Creme Egg over the last three years.
In order to keep the successful ‘Creme Egg Hunting Season’ campaign feeling fresh in its third year, ELVIS and Cadbury created a new, limited edition product for Creme Egg fans to search for – the rare White Creme Egg. Then, in a unique series of partnerships, they hid the sought-after eggs in other brands’ ads – getting the nation to stop skipping and start hunting for them. The initiative reached 88% of UK adults and increased sales of Creme Egg by 9.9%.
The DMA Awards judges noted that the ‘Hunt the White Creme Egg’ campaign won the top prize because of its “creative execution, integrated strategy and, ultimately, fantastic results for the brand”.
Tanya Brookfield, CEO, ELVIS said: “Winning the prestigious DMA Grand Prix is such a wonderful acknowledgement of this successful three-year campaign. A campaign that has made our agency famous for the creative but also driven year-on-year growth for the brand. I could not be prouder or happier – what a great end to the year.”
Matt Conner, Chair of the DMA Awards Committee and MD of MRM//McCann, said: “The Grand Prix winner excelled in combining a creative strategy with intelligent use of data throughout its audience selection and placement. This engaging campaign encapsulated the brand values, triggering behaviours that went on to deliver a significant retail sales impact. Delicious!”