|Title||PLAY TOGETHER WITH OREO|
|Product / Service||OREO|
|Category||A09. Use of Mobile Devices|
|Entrant||CARAT CHINA Shanghai, CHINA|
|Media Agency||CARAT CHINA Shanghai, CHINA|
|Entrant Company||CARAT CHINA Shanghai, CHINA|
|Media Agency 2||CARAT CHINA Shanghai, CHINA|
|Adil Zaim||Carat China||Ceo|
|Connie Xu||Carat China||Gm/Key Accounts|
|Ge Yun||Carat China||Senior Communications Planning Director|
|Ivan Lu||Carat China||Planning Director|
|Hristo Cui||Carat China||Head Of Digital Negotiation|
|Cindy Shen||Isobar China||Group Creative Director|
|Isobar China||Additional company|
|Posterscope China||Additional company|
Results have been staggering, with over 25 million Emojies generated in the first 5 weeks alone. 3 million were shared with friends and family directly from WeChat. Perhaps even more impressive, were the 1.7 billion impressions made across all the leading social networks, including WeChat and Weibo. But the bottom line is an incredible sales growth of up to 50%, and 330,000 on-pack code redemptions worth US$1 million in sales. Proof that China’s appetite for those childlike moments of connection was insatiable.
We delivered a mobile-centric integrated experience. We worked with China’s biggest mobile platform, WeChat, to create OREO ‘Emojies’, animated digital templates that allowed people to customize with their own face and the face of someone they care about. The Emojies made an instant moment of fun when they were created and shared in social conversations. On-pack redemption codes unlocked extra content and drove sales. We built groundbreaking OOH, where people could use WeChat as a remote control to display their Emojies and print them as stickers to keep. The Emojie craze spread like wildfire, even hitting celebrities and TV shows.
OREO enjoyed having the biggest bite of the Chinese snacking market, but research showed that consumers didn’t have the deep, emotional relationship with the brand that made it more than the best-selling biscuit. To move more products, we had to move people. Chinese society values family and togetherness highly, but people are finding it harder to connect emotionally with the ones they love, thanks to the fast-paced modern lifestyle. On many occasions, even when we are physically together, we can be emotionally apart. OREO discovered that when we unleash the childhood spirit inside us, we naturally create childlike delightful moments that bring us closer. Even if the moments are small, they mean a lot. So the strategy was to enable people to Play Together with Oreo, and with loved ones. What better way to tackle a modern problem than with the ubiquitous modern platform, using mobile as our playground?