AUCKLAND, Today: Ogilvy NZ has released two digital games for Mondelēz New Zealand brands, Cadbury and Oreo. The games are part of wider promotional campaigns designed to drive engagement and purchase intent for the respective brands.
Ogilvy developed and built the games in-house through their experience team as part of an integrated marketing campaign, pushed out across social, online and radio, providing entertainment for Kiwis in lockdown.
Cadbury senior brand manager Yuliya Kryazheva said: “Ogilvy’s ability to see this through from start to finish with a digital experience design and build, and full campaign development, meant it was a seamless approach for us.
“They also finalised and launched the digital games right at the start of a nationwide lockdown. No easy feat!”
Cadbury Grand Play includes a retail promotion giving entrants the chance to win $1000 every day and a grand prize of $50,000, running until 10 October. People can enter on desktop or mobile, after purchasing any Cadbury chocolate product.
The game is set under the bright lights of a Broadway theatre. Ogilvy NZ collaborated with composer Jordon Lusitini to create a ‘grand showtime’ soundtrack to the game. Users must flick different Cadbury products into moving targets, the more targets hit within the allotted time, the more chances they’ll get to win.
“We find online gamification is a tried and true way of helping to drive engagement and purchase.”
Ogilvy group creative director Chris Schofield said: “We’ve loved bringing the Cadbury Grand Play promo to life with our partners at Mondelēz New Zealand.
“The game we designed and built is super engaging, with rich visuals and a banging sound track, so not only do Cadbury fans have the chance to win plenty of cash, they can also have fun while doing it.”
Oreo Towers was a retail promotion giving entrants the chance to win a $10k family trip, which closed earlier this week.
Leveraging AR technology, people could enter by purchasing any Oreo product and heading online to play.
Oreo senior brand manager Christel Maurer said: “We know how much consumers love stacking their Oreo biscuits so what better way to create engagement on this idea online, than with a digi focused game.”
Chris Schofield: “With people home, what better way to spend downtime than zoning into some good old fun online with your favourite chocolate and biscuit brands, Cadbury and Oreo. We find online gamification is a tried and true way of helping to drive engagement and purchase.”
- View the Cadbury and Oreo videos below
CREDITS
Client: Mondelez
Senior Marketing Manager: William Papesch
Senior Brand Manager, Cadbury: Yuliya Kryazheva
Senior Brand Manager, Oreo: Christel Maurer
Agency: Ogilvy
Group Creative Director: Chris Schofield
Group Creative Director: Nina East
Copywriter: Gal Stern
Senior Art Director: Glenn Chapman
Senior Digital Designer: Sasha Fowler
Digital Director: Anthony Brosnan
Back-End Developer: Hadlee Lineham
Front-End Developer: Jason Loeve
Mac Operator: Iain Wood
Gaming Developer: Erik Hogan
Full-stack Developer: Nick O’Neill
Senior Account Director: Lauren Walsh
Senior Project Manager: Maddy Newland
Group Business Director: Tracey Theiler
Senior Account Manager: Ravina Raju
Senior Account Manager: Hannah Dear
Senior Account Manager: Alex Jane
Composer: Jordan Iusitini
Media Agency: Mindshare
Client Lead: Campbell Smith
Planning Director: Danielle Meesschaert
Social Specialist: Tinisia Narainsamy
Search Specialist: Tee Ahuja
Investment Manager: Amanda Aschebrock
Digital Planner: ShiMing Eng
Digital Director: Ian Bailey
Investment Executive: Mitchell Mawhinney
Investment Manager: Lang Du
Ad Ops Manager: Babita Kamra
Creative Shopper Activation Agency: Raydar
Design Director: Nick McFarlane
Group Business Director: Will Ravlich
Account Manager: Liam McStay
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