Creative Execution

The campaign kicked off December 9th until January 31st. A festive short viral clip encapsulated family bonding and was highlighted on the AR card. Users require the webcam and the OREO Selection box to unlock the magic moment, which they experience and share to loved ones. At the second installment, a full version of the viral video, which added the bonding element between families and relationships, was released during mid-campaign at the pinnacle of holidays, Christmas and New Year’s. Users can play by accessing the Facebook application linked to the official website or the landing page.

The campaign boosted the holiday glow and generated sweet buzz nationwide during the holidays. • More than 1 million pre-­‐roll impression for the viral video • More than 31 million Facebook impression on the Facebook Page post • Total 76,715 people visited the application • 40,000+ people played the application and more than 40% sharing the magic moment – of which converted into sales volume by consumer engagement at point of purchase, as well as at home. Also, those who did not manage to buy the Oreo selection now understand the Oreo’s core concept of the moments and sharing.

The objective is to make OREO Selection more meaningful in terms of giving/sharing in the family. As a surprise this year, loved ones can receive and give the OREO selection, a special version of the originals. Utilize the circular lid at the top to witness a bit of fantasy in front of the computer screen. Seizing the opportunity of the holidays, the brand allowed users to send greetings to friends/family via a single click and strengthening the emotional bond between user and the Oreo brand in mere seconds. According to the typical Thai family, the term ‘festive’ is a moment of sharing good will. Hence, we decided to elevate the festive moment with a special box for users to experience the celebration of the holidays. Deemed as the perfect gift to share with families, the creative idea revolved around this special moment of connection via OREO selection with Augmented Reality.