Ogilvy NZ recently released two digital games for Mondelēz New Zealand brands, Cadbury and OREO. The games were part of wider promotional campaigns designed to drive engagement and purchase intent for the respective brands.
Ogilvy NZ 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.
Says Yuliya Kryazheva, senior brand manager, Cadbury: “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!”
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.
Says Nina East, group creative director, Ogilvy NZ: “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 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.
Says Christel Maurer, senior brand manager, OREO: “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 Chris Schofield, group creative director, Ogilvy NZ: “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.
William Papesch – Senior Marketing Manager
Yuliya Kryazheva – Senior Brand Manager, Cadbury
Christel Maurer – Senior Brand Manager, OREO
Chris Schofield – Group Creative Director
Nina East – Group Creative Director
Gal Stern – Copywriter
Glenn Chapman – Senior Art Director
Sasha Fowler – Senior Digital Designer
Anthony Brosnan – Digital Director
Hadlee Lineham – Back-End Developer
Jason Loeve – Front-End Developer
Iain Wood – Mac Operator
Erik Hogan – Gaming Developer
Nick O’Neill – Full-stack Developer
Lauren Walsh – Senior Account Director
Maddy Newland – Senior Project Manager
Tracey Theiler – Group Business Director
Ravina Raju – Senior Account Manager
Hannah Dear – Senior Account Manager
Alex Jane – Senior Account Manager
Jordan Iusitini – Composer
Campbell Smith – Client Lead
Danielle Meesschaert – Planning Director
Tinisia Narainsamy – Social Specialist
Tee Ahuja – Search Specialist
Amanda Aschebrock – Investment Manager
ShiMing Eng – Digital Planner
Ian Bailey – Digital Director
Mitchell Mawhinney – Investment Executive
Lang Du – Investment Manager
Babita Kamra – Ad Ops Manager
Nick McFarlane – Design Director
Will Ravlich – Group Business Director
Liam McStay – Account Manager