DE-GOO EVENT by Saatchi & Saatchi New York for Cadbury Creme egg

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DE-GOO EVENT

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Industry Chocolate
Media Promo & PR, Case study
Market United States
Agency Saatchi & Saatchi New York
Art Director Kevin Li
Copywriter Ethan Schmidt
Producer Erika Tribble
Released March 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: CADBURY
Product/Service: CREME EGGS CHOCOLATE
Agency: SAATCHI & SAATCHI
Date of First Appearance: Mar 3 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI, New York, USA
Entry URL: http://www.mtv.ca/contests/goo/
Chief Creative Officer: Gerry Graf (Saatchi & Saatchi)
Interactive Creative Director: James Cooper (Saatchi & Saatchi)
Art Director: Kevin Li (Saatchi & Saatchi)
Copywriter: Ethan Schmidt (Saatchi & Saatchi)
Producer: Erika Tribble (Saatchi & Saatchi)
Account Team: Meghan Sturges, Urooj Yunus, Lauren Truppo (Saatchi & Saatchi)
Planner: Dick De Lange (Saatchi & Saatchi)
Production Company: (MTV Canada)
Media placement: In-Show Segments/vignettes - MTV Canada - 3/1/2010
Media placement: :30 Voting Spot - MTV Canada - 3/1/2010
Media placement: Co-Branded Microsites - Internet - 3/3/2010
Media placement: :15 Tun-In Spot - MTV Canada - 3/15/2010
Media placement: Post Spot - MTV Canada - 3/29/2010

Results and Effectiveness
The De-Goo/MTV campaign received a spike in ratings and we were able to exceed voting volume by 300%.

Creative Execution
Cadbury built a giant 4 foot Cadbury Creme Egg and asked MTV viewers to decide how the egg should Release the Goo. Once the method was determined, the giant Creme Egg was de-gooed in front of a live audience and the segment aired on MTV Live's show and on their website. This project involved many different channels to extend the campaign, including co-branded TV spots, in-show segments, webfilms and a microsite. All of these elements brought the Giant Cadbury Creme Egg De-Goo Event to life.

Insights, Strategy & the Idea
Cadbury Creme Egg is an iconic brand with a unique gooey taste experience only available for the months before Easter. Every creme Egg inspires an eating experience like no other; a moment of totally uninhibited gooey, mess play. After months of deprivations, the arrival of Creme Egg sets free the inner child in millions of Creme Eggs themselves also share this irresistible urge to release their goo. For Creme Eggs, it's more than a need; it's their raison d'etre. All Creme Eggs instinctively know that they must release the goo. In fact, they take real pleasure in releasing their goo and each egg will find an ever more inventive way to spray, splat, dribble and splurge their goo all over the place.