OREO FACE TIME CAMPAIGN

TitleOREO FACE TIME CAMPAIGN
BrandMONDELEZ JAPAN
Product / ServiceOREO
CategoryC05. Co-creation & User Generated Content
EntrantMcCANN TOKYO, JAPAN
Idea Creation McCANN TOKYO, JAPAN
Production WONDERACTIVE Tokyo, JAPAN
Production 2 301 INC. Tokyo, JAPAN
Additional Company HANABI Tokyo, JAPAN

Credits

Name Company Position
Naoto Nishio McCann Tokyo CREATIVE DIRECTOR
Hono Nakano McCann Tokyo PLANNER / COPY WRITER
Yuki Saito McCann Tokyo ART DIRECTOR
Ayami Rakumura McCann Tokyo ART DIRECTOR
Takeuchi Haruki McCann Tokyo ACCOUNT DIRECTOR
Aiste Riabovaite McCann Tokyo ACCOUNT EXECUTIVE
Riku Sakamoto WONDERACTIVE INC. PRODUCER
Kenji Sugita WONDERACTIVE INC. PRODUCER
Kenta Adachi WONDERACTIVE INC. PRODUCTION MANAGER
Shun Kawata WONDERACTIVE INC. PRODUCTION MANAGER
Shinnosuke Sato WONDERACTIVE INC. PRODUCTION MANAGER
Shuhei Yamada HANABI INC. Director

The Campaign

For the campaign, we turned “Oreo art (drawing on the cream of the Oreo cookie)” into digital content and had people participate by sending in a pair of drawings of their families’ faces drawn on the digital Oreo cookie. For winners, the drawings were turned into cloth badges, which were delivered together with a pair of border T-shirts for the badges to be ironed onto and for parent and child to wear as matching looks. In this way, Oreo was able to bring families family time, as well as leave them with the tangible memory of the fun time in the form of Oreo face drawings and matching looks for parent and child.

Creative Execution

We developed digital content where users could draw each other’s faces on a digital Oreo cookie to create their very own “Oreo art.” We put it up on the website so that anyone could casually try their hand and experience it. Users could then enter a campaign to have a pair of their drawings turned into cloth badges. Winners were sent the custom-made cloth badges together with a pair of matching border T-shirts for the badges to be ironed onto. We took advantage of some of the best Japanese craftsmanship to ensure that both the badges and T-shirts were of high quality. We also created a TVC specifically to announce the campaign as well as hosted an experiential event, which helped to attract many families to participate in the campaign.

Results

With 65,412 participants, we were able to help many families spend time together and succeeded in getting many parents (especially fathers) to realize that they haven't been spending enough time with their children.

Oreo is known as a brand that brings parents and kids together all over the world. By having people directly interact with the brand through drawing, seeing, having it take shape (in the form of a cloth badge), and wearing (the border T-shirts with the ironed-on badges), we succeeded in getting people to experience the brand beyond merely having an image of the brand.

Our target was families with children of elementary school-age or younger—specifically mothers that are the actual purchasers of Oreo for their families. Our strategy was to improve favorability among mothers not by directly appealing to them, but by providing an occasion for their husbands, who are usually too busy with work to have time with the children, to spend fun, quality time with their kids.

Links

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