A week ahead of the new football season, UK confectionery giant Cadbury launched a campaign supporting the return of its ‘Match & Win’ Premier League promotion.
Launched in early August and fronted by former France and Arsenal legend Thierry Henry, the initiative was developed in partnership with creative agency Elvis.
The campaign highlights the third year of ‘Match & Win’ – Cadbury’s biggest on-pack activation (with more than 170 million branded packs in market) – and leverages its official Premier League partnership.
The promotion is designed to reflect the confectionery brand’s ‘ongoing efforts to strengthen its brand values of generosity and goodness through its association with football’.
Agency Elvis worked with Cadbury on creative aimed at driving engagement and purchase amongst UK consumers across on-pack, online, social media, instore and OOH channels.
To spearhead the campaign, Cadbury and Elvis created a set of social content featuring Henry combined with playful use of physical and digital worlds in order to make users stop and think as they scroll through their social feeds.
Match and Win Singles Social from ELVIS on Vimeo.
In terms of the campaign mechanic, customers buying ‘Match & Win’ packs are driven to the campaign site at matchandwin.cadburyfc.com where they are asked to enter their promotional code to get a score prediction for a Premier League match.
If their prediction becomes reality they can scoop VIP match-day experiences, Premier League tickets and/or Cadbury FC merchandise.
This season a new ‘instant win’ mechanic will also see up to 200,000 cash prizes worth £1m up for grabs through the Match & Win website.
The campaign was developed for Cadbury/Mondelez International Junior Brand Manager Amelia Duverger, by an Elvis team that included Business Director David Whitehouse, Planning Director Camilla Yates, Design Director Chris Dorn, Account Management Danielle Bruce, Creative Producer Joe Revens and Creatives Elli Stone and James Bougourd.
The talent and ‘PL Guardians’ were handled by MKTG’s Elliott Jones and Gemma Woor, Business Director David Whitehouse, Senior Creative Marcus Aitman and Producer Joe Revens.
Motion Graphics were run by Bene Tanser with media handled by: Carat UK.
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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