Francesco Vitrano, Senior Category Director
Designing and building the world’s biggest Easter egg hunt for Cadbury
Cadbury needed to find an innovative new way to connect consumers during a locked-down Easter, fostering the brand spirit of Generosity via digital experiences.
Our idea was to flip the classic Easter egg hunt on its head - focusing on the generous act of hiding an egg for someone you love.
We also wanted to hero the positives of creating this experience in a virtual environment, including the new possibility of going global with your hiding spots. We used innovative integrations with Google Maps to create a fully accessible new digital platform to host our Worldwide Hide creation. This allowed users to hide an Easter egg literally anywhere in the world, not just their back garden, and then send a personalised clue to a loved one to help them find their virtual egg.
We took a user-centred approach as the design of our experience evolved, bringing in CRM, e-commerce and fulfilment into one integrated platform - with the option of purchasing a limited edition WWH egg for the seeker to receive in the post too, or simply to play the online game for free together.
With a little digital magic, an Easter tradition was saved. Our Worldwide Hide platform received over 2m site visits, with over 800K eggs hidden globally and 14K+ eggs purchased. WWH is back in 2022 for its second year - with more features, further reach and an extended ecommerce platform.
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