Goal
“Be surprised this Easter.” That was both the tagline of the new Easter campaign and the goal we set for ourselves: to surprise all of the Netherlands with Albert Heijn’s new baked goods. Of course, it wasn’t feasible for bakers to develop new products for the hundreds of thousands of fans. But for our social team, this was actually quite simple.
Idea
What started as an A.I. (or should we say E.I. = “egg” in Dutch) wordplay turned into one of the first Dutch consumer-facing campaigns utilizing A.I. With a relatively simple setup—a secured server, a logistics plan for processing inputs and prompts—we achieved maximum results. But more importantly, we turned our social channels into a playground where fans and our team could interact and have fun together.
Through social channels, a landing page, and a spectacular out-of-home campaign, young and old could submit drawings of their fantasy Easter products. (The spectacular OOH was used to collect additional drawings, and a recap of this was also shared on social media.) All drawings were collected, transforming them into real Easter product visuals. In the end, dozens of drawings and descriptions were turned into product photography, which was shared online, generating even more reactions.
Results
Thousands of drawings were submitted. In terms of reach, we engaged 3.3 million people and achieved a high completion rate (14.5% vs. benchmark = 10%). Engagement also saw a 37% increase compared to the average.
Collaboration
- TBWA\NEBOKO & Holy Fools for TV commercial production
- dentsu Benelux & GlobalNL for spectacular (D)OOH execution
