The Campaign

To make people notice our client's 50th anniversary billboard, we took it away. We cut out the entire cake from each of our 7 billboards, leaving a gaping hole in the middle.

Creative Execution

The idea was implemented in all 7 billboard properties of Goldilocks Bakeshop in Manila from 6 June to 31 July 2016.

Social media went crazy. Celebrities weighed in on the issue. Even the media picked it up. And when we had everybody's attention, we even turned it into a promo! People were asked to help find the missing cake. Goldilocks sent out clues. Thousands of entries came in. Website visits: From 0 to 16,861 (May to July 2016). Facebook: * 1,044% surge in likes * 470% growth in engagement * 155% increase in reach There was also a huge spike in engagement on Twitter and Instagram during the campaign run.

This work is relevant for the Media Spikes because it couldn't have happened if it weren't on a billboard. The work used the billboard (which, in the Philippines, commonly features commercial messages printed on tarpaulin) as a medium to advertise Goldilocks Bakeshop.

Insights, Strategy and the Idea

The idea was executed across the 50th anniversary billboards of Goldilocks Bakeshop. Initially not registering with the broad BC market (urban) which the brand was targeting, client reached out to agency for solutions for the billboard to generate some interest value. With the simple yet compelling solution, online conversation on Goldilocks showed huge growth.