Cadbury wanted to increase sales of Crème Egg in approach to Easter. Having students interact with the brand was key, creating a re-association with a product they may have enjoyed in previous years. The timing was crucial, as it was just after a recall on the product, and Cadbury was keen to reassure customers that the product was safe.

- To raise awareness of the Cadbury's Goo Play competition. - To drive students to the Cadbury's Goo Tube website. - To support the SBM programme and Campus Tour activity.

Goo-University Challenge was a roadshow across 10 universities where students were able to show off their Crème Egg eating skills and post videos onto Goo-Tube. Pre-promotion of the tour at each university was conducted by Student Brand Managers, including promotional distribution, student PR, chalking, and club/society announcements.

Student media PR with 39,000 OTS (press, radio and web), 10,000 Facebook flyers, 2,000 leaflets, 100 on-campus A3 posters, 3,300 data capture, 162 videos uploaded, 7,850 samples distributed. Email activity to 10,000 students resulted in a 23% open rate, with a 4% click through.

The tour activity was exciting and created added value for students who are used to basic sampling stalls. Students feedback that Crème Egg was their favourite sweet as a kid, and they hadn't had one in years. "Campus delivered an extremely efficient service within a tight timeframe. The team took time to understand the brand and the communications campaign as a whole, and managed the whole process of marketing to, and engaging with, the hard-to-reach student population delivering the brand's messages via a professional and well-executed sampling campaign." Anna Speight.