Ogilvy NZ recently released two digital games for Mondelēz New Zealand brands, Cadbury and OREO. The games are part of wider promotional campaign designed to drive engagement and purchase intent for the respective brands.
The agency 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 much needed entertainment for kiwis in lockdown.
“Ogilvy NZ’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,” says Yuliya Kryazheva, Senior Brand Manager at Cadbury.
Cadbury Grand Play includes a retail promotion giving New Zealanders 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’ sound track 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’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,” comments Nina East, Group Creative Director at Ogilvy NZ.
OREO Towers was a retail promotion giving New Zealanders 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. The game was drawing on the age old notion of stacking cookies to create the tallest tower, with the number of cookies stacked correlating to the number of entries a player receives in the draw. Each player had three lives to stack as many cookies as they could. The online game was also available on desktop and mobile.
“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,” says Christel Maurer, Senior Brand Manager at OREO.
Chris Schofield, Ogilvy NZ Group Creative Director, adds: “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, and it’s proven on our work with Mondelēz New Zealand.”
Raydar managed the Point of Sale for both digi games and Mindshare is the media agency.