2017 Winners & Shortlists

The Campaign

The answer? You celebrate the unique and magical combination from the best of the chocolate world and the best of the biscuit world in an exclusive eat experience. Although classified as one of the worlds most engaged populations on social media, Egyptian youth were slowly getting lazy with their interaction with friends online. Conversations were dying amongst the clutter of content, and interactivity was resulting to a simple tag to get a friends attention. We knew that when the best of two worlds come together in friendship, magic happens. Mondelez wanted to reward friendship by making two friends go on a virtual quest on instagram by connecting 15 accounts into a story where only together, they could reach an ultimate prize. By using Instagram we created an interactive treasure hunt that celebrates the power of two.

Creative Execution

Via Instagram tags and pictures we sent two friends on an ultimate mission to a virtual chocolate factory. Starting together, each friend was driven to take separate paths, one through nature and one through a city. Clicking on the nature vs. city on the Instagram post, each friend unlocked clues to collect 44 different letters to complete the magic sentence. Each visual across both paths drove you to a new Instagram account. Each of our 15 accounts had visuals that when put together in the tile view of their homepage unlocked a new clue. In the end, when both friends collected the clues through their virtual hunt, they put a sentence together. In this race against time, the power of two unlocked a trip for two to Egypt’s favorite vacation destination. And the mission drove virtual Instagram friendships across the nation. Oh the magic when two marvelous friends come together!

- Cadbury Oreo reached 1.1% value share of total chocolates by December 2016, only two months from communication launch. - Sold more than 6 million bars in 4 months, over achieving target by 90%. - Cadbury Oreo contribution out of total Cadbury portfolio was 13% versus other variants like Cadbury Hazelnut which constitutes 3.2% out of total Cadbury portfolio. - The launch managed to grow the total Cadbury portfolio by 5% throughout September to December 2016. - Facebook video post views were 700,000 with 4100 likes. - Our fan base increased over 6000 individuals on Instagram, making us the biggest FMCG page in Egypt.

How do you get a youth target to pause and spend time with your brand on a social platform like Instagram that forces you to scroll as fast as your fingers can? How do you create social engagement between friends on a single mobile screen, when your viewing is often kind of lonely? How do you bring two of your top selling brands together in an innovation that has potential to rock the Egyptian chocolate market without cannibalizing your current portfolio? You create a first ever consumer experience with Instagram, that innovates and challenges their advertising model.

Insights, Strategy and the Idea

Much like we brought innovation to the snacking world, we needed spark innovation in youth’s social world. Our aim was to create a once in a lifetime experience on a platform we knew our youth were spending hours on. By bringing two friends together virtually through their mobile screens, we transformed the way youth engage on a highly unengaging passive screen experience: Instagram.