Title | HAUNTED M&M’S® |
Brand | MARS NZ |
Product / Service | M&M'S |
Category | E01. Launch / Re-launch |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | WAVEMAKER Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Dan Wright | Colenso BBDO | Executive Creative Director |
Beth O'Brien | Colenso BBDO | Creative Group Head, Art Director |
Thomas Darlow | Colenso BBDO | Creative Group Head, Copywriter |
Harry Skelton | Colenso BBDO | Junior Art Director |
Lauren Southon | Colenso BBDO | Junior Copywriter |
Ahmad Salim | Colenso BBDO | Group Business Director |
Nico Ainsworth | Colenso BBDO | Business Director |
Ruby Soole | Colenso BBDO | Project Director |
Anna Flaws | Colenso BBDO | Agency Producer |
Hamish Mortland | Colenso BBDO | Agency Producer |
Natalie Downes | Colenso BBDO | PR & Activation |
Hayley McLarin | Colenso BBDO | PR & Activation |
Oliver Downs | MARS NZ | Marketing Director |
Geraldine Mead | MARS NZ | Marketing Manager - Chocolate |
Tim Freeman | Colenso BBDO | Head of Digital |
Will Thorrat | Colenso BBDO | Digital Producer |
Brent Courtney | Colenso BBDO | Photographer |
Hamish Steptoe | Colenso BBDO | Designer |
Alejandro Chalcoff | Franklin Rd | Sound Design |
Dan Cummings | Colenso BBDO | DOP/Editor |
Dan Cummings | Colenso BBDO | DOP/Editor |
Anita Ward | Mandy VFX | Animation/Online Editor/Post Production |
Dave Gibson | Mandy VFX | Colourist |
We didn’t change our product in any way, we just gave it a fright, by locking it inside New Zealand’s most haunted house for 13 days to fill it with ghosts for the holiday season.
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We broadcast the haunting live in the longest ever Facebook live feed, circumventing the site’s 4-hour maximum live broadcast length to break their previous record by 12.2 days. We linked the feed to our Shopify page, so Halloweeners could have the candy shipped anywhere in the country with a single click. Boxes were sold in 3 levels of hauntedness: Lightly Haunted, Mediumly Spooked, or Extra Super Creepy depending on where they were placed in the house. The campaign ran from October 13 - 31st, 2017, and was targeted at the growing number of Halloween lovers all around New Zealand.
The campaign generated 1.1M Facebook interactions, reached a quarter of the nation, increased sales by 85.3% on the previous year, and made M&M’S the #1 most talked about candy of Halloween.
We opened New Zealand’s most haunted house for anyone to experience our candy being haunted live in the flesh, and broadcast the haunting live through the longest ever Facebook live feed, so everyone could get involved in the ghastly stunt. The campaign, which was housed entirely on Facebook, reached over a quarter of New Zealanders and generated 1.1 million social interactions with the brand.
Halloween is New Zealand’s fastest growing holiday. As is our tradition on the big night, Halloween lovers flock to the one suburb in each major city that celebrates the holiday best. By targeting those suburbs through social, and creating shareable spooky treats for them to hand out, we turned those suburbs into a way to reach every Halloween lover around our major cities. By broadcasting the haunting live on Facebook, and by publishing every spooky happening that took place in the house, we let anyone around the country with an internet connection join the fun.