OREO OBOX

TitleOREO OBOX
BrandMONDELEZ
Product / ServiceOREO COOKIE
CategoryD02. Use of Mobile & Devices
EntrantINSPIRE ADVERTISING & COMMUNICATION CO., LTD Shanghai, CHINA
Idea Creation INSPIRE ADVERTISING & COMMUNICATION CO., LTD Shanghai, CHINA
Media Placement CARAT Shanghai, CHINA
Production INSPIRE ADVERTISING & COMMUNICATION CO., LTD Shanghai, CHINA

Credits

Name Company Position
Giso Zheng Inspire Integrated Marketing Co.,Ltd. Creative Director

The Campaign

Turn every piece of cookie into an exciting experience, with AR. Leveraging Alipay's AR scanning, we turned every piece of Oreo cookie into entrance to an exciting and sharable brand experience: 18 fun mobile games hidden in different cookie combinations. The winner gets a big prize from Oreo.

The Brief

Total budget: $417,000 Creative idea & design:$84,000 Game production:$158,000 H5 landing page:$12,000 Media material production:$27,000 Celebrity video & KV production:$99,000 Agency fee:$37,000

Creative Execution

1. Warm-up period(3/1/18—3/11/18) 1) The official Weibo and WeChat released #Oreo black technology# related copy to arouse consumers’ curiosity 2) Change the product packaging, release information of related activities and introduction of experience process. 2. Campaign launch time(3/12/18—3/25/18) 1) Weibo “hot topics”, OTV and other large exposure media resources launched to attract consumer experience activities; 2) Official weibo and wechat announced the content of the event and branding celebrity, and raises the volume by celebrity who also join the game and win the scores; 3) Celebrity Wang Yuan released post, leading the fans to spread the information of the event and create a large amount of UGC. 3. After Campaign(3/26/18—4/20/18) 1) Official weibo and wechat still keep unlock the games to maintain the volume of the topic; 2) KOLs and media resources are allocated and diverted to maintain the activity.

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

50 million interactions 900 million social impressions e-store sales uplift x 10 times $ 3 million media value earned

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

Through advanced mobile AR technology and game design, we’ve created an immersive experience for consumers to play with Oreo cookie. By providing them irresistible and fun brand experience, Oreo successfully attracted young target’s interactions and boosted its sales.

Game and entertainment is prevailing among Chinese young generation. We think to turn every Oreo cookie to a gaming entry, which can not only arouse great social buzz, but also trigger young generation’s interests and advocacy.