Cannes Lions

Easter Bunny Family

XXS AMSTERDAM, Schiphol / HEMA / 2017

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Case Film
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Overview

Entries

Credits

Overview

Description

We endorsed ‘mister’ Easter himself: the Easter Bunny. And his family: mom Easter Bunny and their two kids. Temporarily, The Easter Bunny family came out into the public eye and became the face of HEMA. Together with HEMA, the Easter Bunny and his family organized the Biggest Easter Egg Hunt ever.

The creative idea was simple: we created a puppet/CGI version of the Easter Bunny family and treated them as we would any other celebrity endorser. They were the face of our campaign, took over our socials accounts, were interviewed, being followed by paparazzi and having stories written about them in popular newspapers and magazines. We also took this once in a lifetime opportunity to let them model our spring summer collection in a nation wide outdoor campaign.

Execution

The campaign was kicked off with a online behind-the-scenes film of the first Easter Bunny photoshoot. The film showed the complete family arriving, posing and being interviewed at the photoshoot. Their arrival was also leaked to prominent Dutch magazines and newspapers. On social media there we spread a large amount of different video’s featuring the family. Off course, the family was used as models for the spring collection in HEMA’s outdoor ads. They became a part of all in-store and online communications, as well as the bi-weekly flyers from the retail store.

Outcome

- Easter food sales went up 27% opposed to 2016

- Easter decoration sales went up 12% opposed to 2016

- HEMA was the number 1 retail chain associated with Easter

- Within 1 day the HEMA Easter Bunny campaign became trending topic

- 367 news articles with a reach of 14.8 million

- PR worth 1.5 million

- The Easter Bunny Family scored almost 50% campaign awareness

Campaign elements:

- Easter Bunny Online video scored 26% recognition (significantly higher than 12% benchmark)

- Easter Bunny Social posts scored 27% recognition (significantly higher than 12% benchmark)

- Easter Bunny Out of home posters scored 40% recognition (significantly higher than 24% benchmark)

- Easter Bunny leaflets scored 51% recognition (significantly higher than 42% benchmark)

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