FABERGE BIG EGG HUNT by Fallon London for Elephant Family And Action For Children

FABERGE BIG EGG HUNT

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Kingdom
Agency Fallon London
Editor Rick Russell
Released February 2012

Credits & Description

Category: Charities & Not For Profit
Advertiser: ELEPHANT FAMILY AND ACTION FOR CHILDREN
Product/Service: BIG EGG HUNT
Agency: FALLON LONDON
Project Leader: Matt Groves (Fallon)
Design: Pete Lewis (Fallon)
Design: Ginny Pickles (Fallon)
Design: David Mead (Fallon)
Digital Design: Raphael Campos (Fallon)
Digital Design: Adam Bright (Fallon)
Executive Producer: Amy Corbishley (Fallon)
Editor: Rick Russell (Framestore)
Project Leader: Katie Bradford (Fallon)
Media placement: Temporary Exhibition - All Around London - 21.02.12

Describe the brief from the client
To create an immersive campaign which rewarded participants for their efforts, rather than guilting them into taking part.
The Big Egg Hunt came to us with a brilliant idea: hiding over 200 eggs around London for 6 weeks to raise money.

What they needed from us was strategic creative direction, a mobile and digital platform for the hunt and an overall campaign identity.

Describe the challenges and key objectives
The 6-week turnaround time was the major challenge on this project - we were briefed in the week before Christmas for a 21st February launch and delivered print, web and mobile design assets in time for the start of the hunt.

Describe how you arrived at the final design
We were inspired by the fact that the hunt was taking place across 12 iconic zones across London and wanted to create something tangible, which matched the lovely physicality of the eggs themselves. We created 12 illustrated maps, each 1 a designated hunt zone, offering clues to hunters about the locations of the eggs.

These illustrations also formed the basis of the overall identity for the Fabergé Big Egg Hunt, reflecting the warm, playful tone of the campaign as a whole.

Give some indication of how successful the outcome was in the market
At the time of writing, the final fundraising figure is not known as the hunt is in its final week. However, based on current figures, the campaign is on target to raise £1m for the 2 charities involved. Statistics from the mobile sites show that users engaged deeply with the campaign, with the average texts sent per egg (and check-ins via Facebook) being 8 per user.