One For Me / One For You

What We Did

When The Hive was challenged to create a national total confectionary program that would propel Cadbury further on their causal journey, we responded with a unique campaign where consumers could simultaneously win amazing prizes and make a positive impact on the world: One For Me One For You. The program was designed so that the prizing, the experience and the communications were always in two parts: one for me (the consumer) and one for you (the greater good). The campaign's innovative microsite divided the screen down the centre with every action on the ME side being mirrored on the YOU side. Prizes included things like four tickets to a movie and four trees planted in the winner’s name, an indigo gift card and a donation to World Literacy of Canada (you get the idea). And the grand prize: $100,000 to keep and an additional $100,000 to donate to the charity of your choice.

Why We Did It

More and more consumers are moving towards conscious capitalism and voting with their dollars. Marketers are scrambling to capitalize on this trend, resulting in green-washing and causal clutter. And so, to break through the white noise, The Hive created a fun program where the prizes were twofold: consumers could be both winners and givers, not simply one or the other.

What Happened

The innovative microsite was recognized in numerous award shows and chosen as The FWA’s site of the day. With over 300,000 visits to the site and over 400,000 entries into the contest, Canadians showed their enthusiasm and proved their generosity once again. What’s more, charities rallied around the program and campaigned for votes, even going so far as producing their own POP advertising for the promotion.

(Oh, in case you were wondering, the grand prize winner chose the Canadian Cancer Society as the recipient of the $100,000 donation. Awesome.)