The Brief

Creme Egg wanted to use online media to reignite people's love for their seasonal product, and create a platform for future digital promotions. The target was to reach 20,000 people on the online, as well as create excitement and engagement over Creme Eggs limited Easter release. This would result in their sales spike starting earlier and lasting longer.

Creative Execution

As a seasonal kiwi favourite, Creme Eggs are only available for a couple of months around Easter each year. We wanted to build on this sense of occasion and give people more chances to treat themselves to a Creme Egg. With the global financial crisis weighing heavily everyone’s minds, we saw an opportunity to build an idea from chocolate’s reputation as an indulgent, therapeutic treat, and as an escape from life’s troubles. Goo Therapy amped up the role chocolate already plays in peoples’ lives, giving them instant therapy and the chance to win cash with every session – win, win!

Describe the creative solution to the brief/objective.

In the wake of a recession, it's been a stressful year. Forget yoga, what the nation really needed was something they could take their frustration out on. So we created Goo Therapy, an application letting people vent their frustrations on a Creme Egg. To ensure maximum stress relief, we offered their choice of glorious, chocolatey destruction in high-definition, super slow-motion. Then, we offered to monitor their stress levels – keeping an eye on their state-of-mind via activity on their Facebook profile, and letting them know when their pulse was on the rise and it was time for more Goo Therapy.

Results

Our Goo Therapy application destroyed over 79,116 Creme Eggs, four times our initial target, offering stress relief to kiwis across New Zealand. Additionally, over 30,000 of our visitors became dedicated fans of the application, and are able to be utilised in future promotions. In 2010, Creme Eggs were sold out in record time, and we are still receiving hundreds of requests for more.