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Cadbury
The brief
With the launch of a brand new Wispa Gold Salted Caramel bar, Cadbury wanted to create hype and excitement about the new bar on social media across the nation with innovative campaign activity that got people talking.
Our creative team came up with the concept of inviting the nation on a heist of a lifetime for the launch of the new bar,. with the Wispa bars locked away in a virtual vault, users were challenged to complete a safe-cracking game accessed via QR codes on OOH across the nation and TikTok promotions in order to secure their bar.
My role was to take the initial concept, and design the game and website in detail to ensure it was fun, exciting and accessible, using a mobile-first approach.
The brief
With the launch of a brand new Wispa Gold Salted Caramel bar, Cadbury wanted to create hype and excitement about the new bar on social media across the nation with innovative campaign activity that got people talking.
Our creative team came up with the concept of inviting the nation on a heist of a lifetime for the launch of the new bar,. with the Wispa bars locked away in a virtual vault, users were challenged to complete a safe-cracking game accessed via QR codes on OOH across the nation and TikTok promotions in order to secure their bar.
My role was to take the initial concept, and design the game and website in detail to ensure it was fun, exciting and accessible, using a mobile-first approach.
Campaign launch creative
The approach
Discovery
Given the timeframe of eight weeks from initial brief to go-live, I spent just a few days in the discovery phase of the project, understanding the key objectives and exactly what we wanted to achieve from this campaign.
I worked closely with the creative team that had developed the idea of the game to get to grips with their vision for the user, and how they envisioned the website and game mechanic to work, going through their initial scamps with them. We also worked closely with the client to get clarity on the key considerations for the game and any specific requirements we needed to factor into the design.
Finally I conducted research into heist style games on mobile, gaining insight and inspiration for how the functionality of the game might work, paying particular attention on simplicity and ease as Cadbury were very keen for the game to be accessible to everyone.
The approach
Discovery
Given the timeframe of eight weeks from initial brief to go-live, I spent just a few days in the discovery phase of the project, understanding the key objectives and exactly what we wanted to achieve from this campaign.
I worked closely with the creative team that had developed the idea of the game to get to grips with their vision for the user, and how they envisioned the website and game mechanic to work, going through their initial scamps with them. We also worked closely with the client to get clarity on the key considerations for the game and any specific requirements we needed to factor into the design.
Finally I conducted research into heist style games on mobile, gaining insight and inspiration for how the functionality of the game might work, paying particular attention on simplicity and ease as Cadbury were very keen for the game to be accessible to everyone.
Original concept scamp
Define
The next phase of the project was taking the insights and requirements gathered from the discovery phase, and beginning to detail the website and game mechanic flow.
I created a detailed user flow to explore the possible functionality and mechanics of the game which helped to outline what will work and what may cause complications. In addition, it also provided a clear indication of the feasibility of the game, working closely with the development team on the project to ensure what I was proposing for the game mechanic worked within the time and budget set.
I presented this game mechanic to the team at Cadbury and we then proceed into the design phase of the project.
Define
The next phase of the project was taking the insights and requirements gathered from the discovery phase, and beginning to detail the website and game mechanic flow.
I created a detailed user flow to explore the possible functionality and mechanics of the game which helped to outline what will work and what may cause complications. In addition, it also provided a clear indication of the feasibility of the game, working closely with the development team on the project to ensure what I was proposing for the game mechanic worked within the time and budget set.
I presented this game mechanic to the team at Cadbury and we then proceed into the design phase of the project.
Cadbury heist user flow
Design
Following the define phase for the game, I then created mid-fidelity wireframes for each screen of the game for mobile and desktop, mapping this to the original user flow, considering the landing page, success and failure states and potential timeout or tech failure states.
Working collaboratively with a UI designer, we then designed the screens with assets and branding for the campaign.
Design
Following the define phase for the game, I then created mid-fidelity wireframes for each screen of the game for mobile and desktop, mapping this to the original user flow, considering the landing page, success and failure states and potential timeout or tech failure states.
Working collaboratively with a UI designer, we then designed the screens with assets and branding for the campaign.
Landing page
Game play
Success screen
The result
One of Cadbury's most successful campaigns, giving away 1200 bars in approximately 10 minutes and collecting just under 700 marketing opt-ins, as well as huge media hype across the UK.
The result
One of Cadbury's most successful campaigns, giving away 1200 bars in approximately 10 minutes and collecting just under 700 marketing opt-ins, as well as huge media hype across the UK.
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