The 2016 Cadbury Easter campaign in the UK featured a number of consumer event that cost the confectionery brand £6-million. Carried out by experiential agency RPM, the creative campaign included a series of egg hunts hosted in Scotland and England over the 2016 Easter weekend.
The events took place at various National Trust properties, with an experience catering to each of the 319 specific locations. In order to achieve this, RPM created a loose concept that could be easily adapted to the park at which a certain event is being hosted. Factors that would be tied into the experience to create something more personalized include local heritage and history.
The immersive brand activations complete the year's Cadbury Easter campaign, which kicked off with three over-sized purple eggs installed in the middle of Loch Ness lake in Scotland.
National Egg Hunt Events
This Cadbury Easter Campaign Included Egg Hunts Across the UK
Trend Themes
1. Experiential Marketing Campaigns - Businesses can create immersive brand activations to engage with consumers and deliver personalized experiences that speak to the local heritage and history of the community.
2. Event-based Advertising - Companies can host events that are tied to specific locations and create a loose concept that can easily be adapted to each venue, resulting in a unique and memorable experience for attendees.
3. Holiday-themed Consumer Activations - Brands can leverage holidays like Easter to create large-scale campaigns that include various consumer events, resulting in increased engagement and brand awareness.
Industry Implications
1. Confectionery - Confectionery brands can create immersive experiences that tie into local heritage and history in order to better engage with consumers and drive sales.
2. Tourism and Hospitality - Hotels, resorts, and tourist attractions can host holiday-themed events that are tied to the local heritage and history, creating a unique experience for guests and driving repeat business.
3. Advertising and Marketing - Marketing agencies can specialize in event-based advertising and create personalized experiences for clients that tie into the local heritage and history, resulting in increased brand awareness and customer engagement.