Role:
Digital design
Integrated campaign
Credits:
VCCP Bernadette
Girl & Bear
Cadbury launched a nationwide integrated campaign competition to win individual cash prizes up to £1000. The exciting campaign offers shoppers the chance to win cash prizes for themselves, and a matching amount for their local independent retailer.
The idea is to encourage communities to come together by ‘winning together’ and offer support to local independent retail outlets, especially during times of uncertainty. The integrated campaign featured advertising, social media, and website. The playful Big WIN-WIN fist-bump represent the affiliation between shopper and shopkeeper.
The site had to be accessible, resonate with a wide audience, and communicate the brand message as well as essential information and instructions about the competition. Throughout the digital experience it was vital, that the incentive – the fact that local newsagents play a vital role in our communities and create genuine human connection – was present.
The approach was to create a digital engagement that promotes acts of generosity, celebrates communities, and encourages chocolate lovers to head to their local shop – by playing together and winning together. Ultimately, the design of the Win-Win campaign was to inspire people to embrace the joy of shopping locally and supporting their communities.
Along with creating a design true to Cadbury’s heritage, it was important to harmoniously incorporate the company's iconic purple and gold colour scheme within the supporting assets and interactions to present a silky smooth unified whole. A simple form allows people to enter their details, barcode, and batch code for a chance of winning with the addition of an email notification.
UK competition entries
UK winning bars
UK website traffic increase
Year old company
The design elements, including bold typographic treatment and hand-written font, embody the friendly rapport that is created when shopping locally. By clearly showcasing the enticing prizes and providing a step-by-step guide on how to enter the competition, the campaign's design captured attention while maintaining a user-friendly experience.
Playful chocolate bar flourishes, raffle-style graphics and tickertape marques were used within the interface to add excitement and realism to the experience. The final burst of confetti on the winning screen adds to the celebratory memorable moment of being a lucky winner and winning a cash prize. The solution inspires people to spread the joy of chocolate.
The total amount of chocolate bar entries across the UK was 78,217 and 92 winners. The winning success rate was approximately 0.25%, meaning that one in every 400 competition entries resulted in a win. UK website visits significantly increased post campaign launch from 58,927 to 121,91.
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