The heist of a lifetime is about to happen in the UK. Cadbury and VCCP London have locked Wispa Gold Salted Caramel bars away in virtual vaults and challenging hopeful heisters to complete a safe-cracking audio game to secure the loot. Because Wispa Gold Salted Caramel is so sought after, it’s heist-worthy.
The game can be accessed via QR codes on OOH sites across the country, or through Wispa Gold Heist ads on TikTok. Replacing safe-cracking stethoscopes for headphones, heisters will have to keep their cool as they listen for clicks in the Wispa Gold safe-cracking audio game in order to crack the vault.
To get the heisters cracking as soon as possible, they will be taken to the safe on their phone as soon as they have used the QR code from the OOH. Then with headphones in and the volume up, plus 3D animation and HD sounds to heighten the heist atmosphere, the heist attempt begins.
The campaign aims to appeal to a younger audience and break into the competitive salted caramel category. Plus the code-breaking mechanism of the campaign taps into the playful spirit of the Wispa Gold brand. The heist element creates intrigue and desire for the new product by locking it away and increasing the lure of the Wispa Gold Salted Caramel bar which heisters will be able to get their hands on for free if successful.The campaign was an integrated effort across the VCCP, bringing together VCCP London with the group’s global production studio Girl&Bear; and its digital product & service innovation company Bernadette who designed and built the online platform.
The Wispa Gold Heist follows the Wispa Gold Hazelnut hunt last year and hopes to underline the brand’s youthful playful spirit and connect with a young audience.
Caroline Rawlings, creative director, VCCP London, commented, “The whole nation is involved in a heist, for chocolate gold? It’s ridiculous and wonderful in equal measure. I love this campaign. I love that it’s fun. I love that it feels so right for what is inarguably Wispa’s best gold yet. I love that it uses non digital posters in a brilliantly intriguing way. I love that the game turns your phone into a vault cracking device using existing technology in your phone – the speakers. And I love that it was made in record time and has seen the whole VCCP partnership, our brilliant Cadbury clients included, at its best. Pure gold.”
The Wispa Gold Heist is run in the UK from July 29 until August 12 across OOH and TikTok. A consumer PR campaign will be run by Ogilvy PR.