OREO MUSIC BOX SPECIAL PACKAGING

TitleOREO MUSIC BOX SPECIAL PACKAGING
BrandMONDELEZ INTERNATIONAL
Product / ServiceOREO
CategoryA01. Fast Moving Consumer Goods
EntrantVML Shanghai, CHINA
Idea Creation VML Shanghai, CHINA
Idea Creation 2 FCB SHANGHAI, CHINA
Media Placement VML Shanghai, CHINA
Media Placement 2 ALIBABA Hangzhou, CHINA
Production VML Shanghai, CHINA
Additional Company KEYING Shanghai, CHINA
Additional Company 2 KUNTING Shanghai, CHINA

Credits

Name Company Position
Yi-Chung Tay VML China Chief Executive Officer
Kevin Huang VML China Executive Creative Director
Kevin Zhu VML China Chief Operating Officer
Tan Wang Teck VML China Creative Director
Ethan Wei VML China Creative Director
Miranda Lee VML China Art Director
Qi Daying VML China Associate Art Director
Loycee Chu VML China Account Director
Yuki Wang VML China Account Manager
Fei Wei FCB China Chief Creative Officer
Eric Yu FCB China Digital Production Director
Jane Lim FCB China Regional Chief Client Officer, Asia
Julian Jin FCB China Account Director
Ganesh Kashyap Mondelez International Senior Director of eCommerce – MDLZ AMEA
Bryan Rakowski Mondelez International Director of Biscuit Equity - MDLZ AMEA
Denis Dong Mondelez International eCommerce Head of MDLZ China
Vicky Song Mondelez International eCommerce Marketing Manager of MDLZ China
Lydia Zhang Mondelez International eCommerce Marketing Manager of MDLZ China

The Campaign

We invented a new way of enjoying the Oreo cookies through a specially customized Oreo packaging “Oreo Music Box” that plays music from every Oreo cookie. Every Oreo bite changes a different song. Consumers can customize their own packaging by choosing their preferred themes and write their own message. Upon getting their packaging delivery within just a few days after purchase, they can start playing with their music box. Additionally, they can see their packaging theme comes to life with mobile AR function, when they scan their packaging with the Tmall mobile APP. This is a unique packaging specially created to elevate the Oreo product enjoyment and experience to new level. The customised experience is built through digital interaction with actual physical experience combined. This special Oreo packaging was sold exclusively for 1 day, only on the Oreo Tmall.com flagship store during 2017’s Tmall Superbrand Day as a limited-edition pack.

Creative Execution

The campaign started with a teaser on Tmall.com one day before the launch on 15 May 2017 to build fans' anticipation for the launch of the special Oreo Music Box packaging. It was a 1-day campaign officially launched on 16 May 2017 at 12.00am in conjunction with Tmall's annual Superbrand Day. It was promoted exclusively only on Oreo's flagship store on Alibaba Tmall.com with all paid media resources supported by Tmall as a partnership with Mondelez to drive traffic and campaign awareness. Mondelez also engaged 23 local influencers and celebrity Hua Chen Yu to promote the Oreo Music Box campaign on their social media accounts.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results for 1-day campaign on Tmall Superbrand Day: - All Oreo music boxes completely sold out within the first 13 hours. (Some consumers then were re-selling it back at 1.5x higher price.) - Total RMB 1MM worth of sales generated within 1st hour after launch on Tmall flagship store. - Total flagship store sales on 2017’s Superbrand Day increased by 261% compared to 2016’s Superbrand day. - Oreo brand buzz volume on Baidu increased by 54%. (compared to 2016 Superbrand Day campaign) - Oreo brand mentions on social platforms (WeChat & Weibo), increased by 1500% (compared to 2016 Superbrand Day campaign) - Total 1-day campaign impressions / views: 46,657,092 & campaign engagement: 564,171 (Oreo’s & Tmall’s WeChat & Weibo accounts, WeChat moments, news portals ie. Sohu, Tencent news, Today’s Headline, Zhihu)

Explain why the method of promotion was most relevant to the product or service

Massive amount of brand content and experience can be delivered at point-of-sales. Because of such shift in consumer behavior and rise of digital commerce in China, it has become imperative for brands like Mondelez Oreo to build brand equity & activate immediate purchase instantaneously. Marketing and sales in space of digital commerce has become seamless. To promote Oreo's proposition of "Play with Oreo" concept across to consumers and to activate purchase through impactful wow-worthy campaign that drives equity and sales on eCommerce platform to get people excited, spread shareable content on social media; Oreo launched this limited-edition pack on Tmall.com.

This campaign was targeted to two digital-savvy target groups: 1. Existing Oreo social fans (Weibo, WeChat and Oreo-Tmall’s flagship store) 2. Current 400MM active online shoppers on Tmall.com To get their attention, we believe the following elements were the must-haves in our campaign, to trigger consumers’ motivation for immediate product purchase. 1. Oreo cookie remains appealing yet adding a new-invented music-playing function to increase level of enjoyment to how the Oreo is consumed 2. Special limited-edition Oreo packaging, can be personalised to every consumer’s own preference 3. Fun, simple personalisation mechanism consumer journey 4. Seamless digital interactive experience linked to consumers’ shopping cart on Tmall.com 5. Entire product and shopping experience is fun enough for people to spread and share onto social media That’s when Oreo comes in, elevating the entire fun campaign experience through its brand core belief ‘Play with Oreo’ and created the Oreo Music Box special pack.