|Title||OREO X THE PALACE CAMPIGN|
|Product / Service||OREO|
|Category||H01. Integrated Multi-Platform Campaign (Online & Offline)|
|Entrant||BLUEFOCUS DIGITAL Shanghai, CHINA|
|Idea Creation||BLUEFOCUS DIGITAL Shanghai, CHINA|
|Production||BLUEFOCUS DIGITAL Shanghai, CHINA|
|Christy Yan||Bluefocus Digital||Associate Creative Director|
As the strongest witness of China's cultural heritage, the Forbidden City has been widely favored by various brands in recent years. Facing big wave palace joint name, how does oreo stand out from numerous outstanding?Two large traffic IP cross-border cooperated for the first time. As a social agency, the main task is how to break through the dimensional wall, and let oreo play together with The Forbidden City.
East-west cooperation "cookies" action. Go beyond packaging and other forms of cooperation, based on both sides of the brand gene, win by culture, to create a real depth of integration
When western no. 1 players meets eastern culture masters, oreo aims to overturn the traditional IP cooperation model, not only to play the connotation, but also to play the height. In addition to the brand spirit of "playing together" of oreo and Chinese culture, the Forbidden City, the master IP of traditional Chinese culture, conveys oreo's recognition of traditional Chinese culture, inspires people's resonance of cultural confidence, and thus spreads the innovative new products of Chinese and western culture.
Cultural relics poster all preheating, the Palace Museum cultural relics cleverly match the Chinese six flavors, Exquisite antique illustration, the strength of the combination of Chinese and western play Epic blockbuster topic detonation, with 10600 pieces of oreo, real proportion reduction of the Palace Museum, reflects the round sky and place, Yin and Yang phase, and set off the topic of hot discussion Interactive video deeply combinated, and revealed the 100-year history of oreo and the Palace Museum with fun. Following the historical facts,we restore many elements of the Palace Museum, and make perfect balance of humor and serious style, making the brand is interesting and beneficial The roundtable talks with tongue in mouth. Gourmets and brand spokespersons have a live broadcast the roundtable, talking about the current food culture phenomenon.
Results: 1. Brand volume improvement: - read more than 1.29 billion books on related topics; - epic video has been played over 110 million times +; - interactive video and round table video have been viewed more than one million times; - continuous praise reputation reputation overseas. 2. E-commerce sales growth: - sold 760,000 bags on the first day of the new product launch, increasing daily sales of oreo Tmall super brand by over 20% compared with last year; - mondelez Tmall store added 260,000 fans, more than the total number of fans added last year.