Cadbury was founded in 1824 - but nearly 200 years of history hasn’t stopped the brand from adopting new technologies to bring people closer together through the nation’s favourite chocolate. This year, enabling human connection was even more important at a time when physical connection was impossible. We didn't want millions of kids, and big kids, to be disappointed at a such a special time of year as Easter.

The brief was therefore to enable generous instinct within everyone by breathing fresh life into a joyous seasonal ritual through innovative digital platforms.

The Cadbury Worldwide Hide is a digital experience that allowed anyone to hide an egg anywhere in the world for someone they love. Firstly, you could start by buying their favourite Cadbury Easter egg, and with a special link, you could hide it virtually on a map in a place that meant something to you both. It could’ve been where you first met, where you both travelled, anywhere you shared a memory together.

Following this, you had to write them a lovely personalised clue. You’d then had to send them the clue and once they found it, the real Cadbury Easter Egg you’d bought for them was delivered to their doorstep along with a postcard.

Cadbury wanted to own the ritual of the egg hunt. But, in order to achieve this, we needed to make the ritual more relevant to more people, rather than just families with young kids.

We also wanted to inject the genorosity back into the egg hunt, which is often portrayed as a frenzy of chocolate joy. By flipping the ritual from hunting to hiding, we were able to show the generous side of the egg hunt and build relevance for more groups.

We were looking for ideas that enabled human connection between friends, mates, families, pals, cousins, everyone - and the Worldwide Hide does just that.

To own the ritual of hiding eggs, we created an experience to drive awareness, shift perceptions and get people to see the magic of hiding eggs.

The Cadbury Worldwide Hide is a digital platform where you could hide an egg anywhere in the world for a loved one. You’d then send them a clue and once found, a real Cadbury Easter Egg could be delivered to them.

We used cutting edge cloud tech to create a new platform that immerses the public into a unique hide and seek experience using Google Maps Street View. Using a user-centred approach, our journey integrated systems across CRM, e-commerce and fulfilment. Our platform brought these together to deliver a seamless experience whether you’re taking part for fun, or buying an egg for your loved one.

A week before Easter Sunday, we had sold out of eggs. There were over 2.26 million site visits with an average time spent on the platform of almost 5 minutes. Over 800k eggs were hidden in total and 14.5k eggs bought. The Cadbury Worldwide Hide platform was the no. 1 Mondelez website globally, and a couple even used the platform for a marriage proposal!