Young Aussie males think they’re pretty tough. So we put out the challenge to see if they could finish a Picnic in the space of a TV spot. After all, it’s just a few little nuts, some chocky-choc, caramelly stuff and some teeny-tiny rice crispies…. Surely it can’t be that hard, right?

In Australia, a Picnic chocolate bar is known for being a mouthful. It’s nutty, chewy, crispy and messy to eat. It’s generally eaten by slightly older males (25-35). The objective for this campaign was to get a younger market to consider the product (16-22). They knew about the bar, they just weren’t eating it…

At the time of submission just over 12,000 ads were created using the website - remember, that’s at least 12,000 Picnics sold just to make the campaign. 207 of these ads made it to national television. The site recorded over 200,000 video impressions, with the average visitor watching at least 4.3 commercials per visit. There were 100,000 recorded tweets and discussions on over 40 different blogs. Importantly, Picnic marketshare has risen from 3.0 to 5.1 since the campaign began, the first time Cadbury has seen a rise for this product in 2.5 years.

In this world of tweets, posts, blogs, tubes and books there’s a real race for getting yourself out there. This campaign offered the ultimate prize – fame on National television. Not only could the audience make their own personalised ad using our website, they had the chance to get their mug on TV, because every single one of the 200+ TV ads that went to air, was filmed, edited and created by a real person. And each ad directed people back to the website, so more ads could be created…