Challenge:
Leading up to Easter 2020, Cadbury teamed up with creative agency Elvis and content studio Story Labs to create an entertainment platform for Creme Egg lovers called "EATertainment." Cadbury came to us to extend their campaign on Amazon UK by creating two original short films that would live on Prime Video, as part of EATertainment.
Insight:
Cadbury's research has shown that every customer eats Creme Egg their own way.
Idea:
We decided to create genre-parody short films that integrate different and unique eating experiences into their plots. Each film showed the characters eating this delicious treat in their own way while positioning the product as a hero prop that helps influence the outcome of the story.
I had the pleasure to concept and co-write both short films ALL IN GOO TIME and THE EGGSCAPADE and build the overall campaign on Amazon.
I had the pleasure to concept and co-write both short films ALL IN GOO TIME and THE EGGSCAPADE and build the overall campaign on Amazon.
Short Film 1: The Eggscapade
In the first short film, a dynamic sibling duo go on a quest to steal a valuable jewel—but they must tackle one last challenge.
The Eggscapade Trailer
15-second trailers ran across Amazon media (Fire TV, Prime Video, IMDb, Amazon.com) to drive customers to view the films.
The Eggscapade: Full short film on Prime Video
Short Film 2: All In Goo Time
In the second short film, first-time villain Michelle continues her father's legacy by capturing
his arch-nemesis and driving him to madness with her infamous egg-timer.
All In Goo Time Trailer
15-second trailers ran across Amazon media (Fire TV, Prime Video, IMDb, Amazon.com) to drive customers to view the films.
All In Goo Time: Full short film on Prime Video
Behind the Scenes Sneak Peek
I played a significant role throughout the entire process of both films, including scripting, storyboarding, styling, location scouting, and traveling to London for the shoot.
Screenplay Snapshot
Storyboard
Styling
Location scouting
Driving Viewers to the Film:
To promote the campaign and drive viewers to the short films, we placed ads across Amazon entities, including a takeover of IMDb.
Fire Tablet Ads
IMDb Takeover
Prime Video Takeover (Mobile App)
Results:
We measured a 5% off-line sales uplift for Creme Egg during the campaign (vs. 3% benchmark)
Cadbury Creme Eggs entered the "Best Sellers" list on Amazon.co.uk for the first time during the campaign and Easter season
The 15-second video trailers promoted across Amazon achieved 82% video completion rate, 13% above benchmark
Awards:
Finalist in the Media Week Awards in the UK
Finalist in the Media Week Awards in the UK
Happy clients:
"Amazon Advertising and The Story Lab have really embraced the spirit of our marketing plans to ensure we stay relevant for the next generation of Cadbury’s Creme Egg fans. We are delighted with these results, both in terms of ROI and awareness." – Raphael Dario, Brand Manager, Cadbury
