HAUNTED M&M’S®

Short List
TitleHAUNTED M&M’S®
ClientMARS NZ
Product / ServiceM&M'S
CategoryE01. Launch / Re-launch
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement WAVEMAKER Auckland, NEW ZEALAND

The Campaign

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.

The Brief

n/a

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.

Credits

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
Links
Website URL