May saw Cadbury and Maynards Bassetts launch ‘Win the Captain’ an experiential initiative running until July which offers players a chance to spend the day with some of the world’s leading international captains.
The summer campaign, which covers more than 60 different products (including tablets, bags, singles, multipacks, large bags and biscuits ranges), is the duo’s biggest promotion yet and runs both on- and off-pack.
To be in with a chance of spending an unfortgettable day with one of the captain ambassadors –- who include Eden Hazard, Virgil Van Dijk and Harry Kane – consumers simply need to go online at the initiative’s web hub at captain.cadburyfc.com and enter the barcode and batchcode from their purchased product to be in with a chance of winning.
As well as the skipper experiences, there’s also an opportunity for consumers to scoop one of thousands of other fantastic experiences on offer which range from stadium tours and eSports to bubble football games, 5-a-side pitch hire and VR experiences.
Retailers can get involved and create excitement and theatre in-store with campaign displays and posters to help communicate the promotion to shoppers in store.
The launch will be supported through a digital media campaign developed with agency ELVIS which is led by a series of videos amplified across Twitter, Facebook, Instagram and YouTube featuring Kane, Van Dijk and Hazard enjoying one of their favourite activities – including golf, gaming and having a kick about.
These playful vignettes aim to help to bring consumers closer to their favourite players and broaden the appeal beyond football.
Cadbury Captain's Armband – Harry from ELVIS on Vimeo.
Cadbury Captain's Armband – Virgil from ELVIS on Vimeo.
Cadbury Captain's Armband – Eden from ELVIS on Vimeo.
The campaign was created for Cadbury by creative agency ELVIS with media handled by Carat UK, talent run by partnership agency MKTG and production by Craft Studios.
Mathieu Maggi, brand manager, Bitesize, Mondelez, commented: “Hot on the heels of our successful Cadbury Legends campaign, we’re excited to launch our new football-themed activity, as we do every summer. The promotion has a simple entry mechanic, andamazing prizes on offer for a huge number of people, which should mean everyone has the chance to get involved over the summer months.”
Neale Horrigan, executive creative director, ELVIS, added: “It’s great to be part of Cadbury’s continued association with football, and we’re lucky to have three of the biggest names in football as Cadbury Ambassadors, starring in our social content. Our playful films bring fans closer to their heroes, giving them an insight into what they enjoy doing during their time off, and showing that fans can actually join them in real life, too.”
The team at ELVIS included Copywriter Rob Mcevoy, Art Director Bill Hibbins, Executive Creative Director Neale Horrigan, Design Director Chris Dorn, Motion Designer Bene Taser, Account Manager Danielle Bruce, Senior Account Manager Rebecca Ward, Business Director David Whitehouse, Project Manager Joe Revens, Strategist Esme Noble and Strategy Director Camilla Yates.
At MKTG the team included Business Director Andrew Cahill, Senior Account Manager Gemma Woor and Account Executive Dan Turbutt, while at Carat input came from Account Director Thomas Pettigrew and Planning Manager Jonathan Kriening, the Craft Studios’ Directors were Rob Davies and Zac Ella, with DOPs Nick Brown and Stephen Ferguson, Executive Producer Phil Myers and Producers Chris Davies and Harri Kamalanathan.
Comment:
The promotion builds on Cadbury’s ongoing football strategy based on bringing consumers the best activations and prizes via game-related rewards every summer as well as its sponsorship of the Premier League with initiatives such as ‘Cadbury Ambassadors’ and ‘Match & Win’ (see case study).
Links:
Cadbury
https://www.facebook.com/CadburyUK/
https://www.instagram.com/cadburyuk/?hl=en
https://www.youtube.com/user/CadburyUK
Premier League
https://www.premierleague.com/
https://www.facebook.com/premierleague
https://twitter.com/premierleague
https://www.instagram.com/premierleague/
https://open.spotify.com/user/plplaylists
Elvis
MKTG
Carat UK
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