The heist of a lifetime is about to occur within the UK. Cadbury and VCCP London have locked Wispa Gold Salted Caramel bars away in digital vaults and difficult hopeful heisters to finish a safe-cracking audio sport to safe the loot. As a result of Wispa Gold Salted Caramel is so wanted, it’s heist-worthy.
The sport could be accessed through QR codes on OOH websites throughout the nation, or by Wispa Gold Heist advertisements on TikTok. Changing safe-cracking stethoscopes for headphones, heisters should hold their cool as they pay attention for clicks within the Wispa Gold safe-cracking audio sport with a purpose to crack the vault.
To get the heisters cracking as quickly as doable, they are going to be taken to the secure on their telephone as quickly as they’ve used the QR code from the OOH. Then with headphones in and the amount up, plus 3D animation and HD sounds to intensify the heist environment, the heist try begins.
The marketing campaign goals to enchantment to a youthful viewers and break into the aggressive salted caramel class. Plus the code-breaking mechanism of the marketing campaign faucets into the playful spirit of the Wispa Gold model. The heist factor creates intrigue and need for the brand new product by locking it away and growing the lure of the Wispa Gold Salted Caramel bar which heisters will have the ability to get their fingers on without spending a dime if profitable.The marketing campaign was an built-in effort throughout the VCCP, bringing collectively VCCP London with the group’s international manufacturing studio Woman&Bear; and its digital product & service innovation firm Bernadette who designed and constructed the web platform.
The Wispa Gold Heist follows the Wispa Gold Hazelnut hunt final yr and hopes to underline the model’s youthful playful spirit and join with a younger viewers.
Caroline Rawlings, artistic director, VCCP London, commented, “The entire nation is concerned in a heist, for chocolate gold? It’s ridiculous and fantastic in equal measure. I like this marketing campaign. I like that it’s enjoyable. I like that it feels so proper for what’s inarguably Wispa’s greatest gold but. I like that it makes use of non digital posters in a brilliantly intriguing approach. I like that the sport turns your telephone right into a vault cracking system utilizing current know-how in your telephone – the audio system. And I like that it was made in report time and has seen the entire VCCP partnership, our good Cadbury shoppers included, at its greatest. Pure gold.”
The Wispa Gold Heist is run within the UK from July 29 till August 12 throughout OOH and TikTok. A client PR marketing campaign will likely be run by Ogilvy PR.