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Mondelēz International dispenses Oreos from interactive OOH game in the Great Oreo Cookie Quest

Oreo, the number one biscuit brand in the world*, has launched an out-of-home (OOH) campaign across London to drive purchase and participation in its 2018 Great Oreo Cookie Quest promotion.
The focal point of the OOH campaign is a specially built, interactive digital poster within a fully wrapped bus shelter on London’s busy New Oxford Street.  It offers passers-by the opportunity to find hidden cookies in a version of The Great Oreo Cookie Quest game and win a free pack of Oreos, dispensed directly from the poster site.  The OOH game comes complete with its own bespoke mobile interactive game with location-based targeting around the dispenser to lead users to the OOH site and encourage participation in the quest.
The Great Oreo Cookie Quest is an on-pack promotion offering customers the opportunity to win a grand prize of a trip to California along with daily prizes.
The campaign runs two weeks across 245 panels and 10 Transvision screens in rail stations across London, featuring a variety of creative executions directing people to the New Oxford Street game and encouraging purchase in-store.
OOH campaign planning is by location marketing specialist Posterscope and Carat with creative produced by Liveposter and is part of a wider advertising campaign that includes TV, online and in-store activity and displays.
“We’re kicking off this year in style with a wonder filled activation that offers a great brand experience for consumers,” said Katie Dade, senior brand manager for Oreo. “As well as raising mass awareness of The Great Oreo Cookie Quest promotion, this OOH campaign, featuring the interactive game and prize dispenser, brings the game alive through an additional fun and experiential element.”
Thomas Mason, planning and buying director at Posterscope, added: ”It makes sense for The Great Oreo Cookie Quest campaign to incorporate an OOH element, not just to help drive people in-store to purchase but also to encourage them to join in The Great Oreo Cookie Quest as they go about their daily journeys across London.  The increasing digitisation of out-of-home means that we can devise ever more innovative and fun elements into OOH campaigns, in this case a great interactive game and Oreo cookie dispenser.”
*Euromonitor 2016

Posterscope Singapore work with Mondelēz to develop Oreo Thins Sampling machines

Our affinity for big boxes that give stuff away!

In recent weeks, Singapore residents have had opportunities to obtain not only lemon-flavoured Oreo Thins but also cans of Carlsberg Smooth Draught from large metal boxes that appeared on the sidewalks of the Lion City.
The Oreo Thins Lemon machine, placed by Mondelez, working with Carat, Posterscope and Clear Channel, is a carnival-inspired claw machine that’s situated on Bugis Street. In contrast to the actual carnival machines, which are rigged to take your money and give you nothing in return 99 times out of 100, this device is rigged to make it easy for people to grab packets of the biscuits (or ‘cookies’, if you insist). According to a Clear Channel spokesperson, the machine is re-filled several times a day and is giving away about 400 packets each weekday, and 520 on weekends. It will remain in place until September 13.

MKTG UK helps Cadbury secure 3 year deal with the Premier League

Global Dentsu Aegis Network client, Mondelez International has signed a three-year deal with Cadbury to sponsor the Premier League which will kick off at the start of the forthcoming season.
The deal, negotiated by MKTG UK, will see the  confectionery brand’s partnership with the tournament centered around the “moments of joy” for fans and customers. MKTG UK has now been appointed lead agency to co-ordinate the management and activation of the deal, which will cover all core pillars of the MKTG UK business, Sponsorship Consultancy, Property Management, Content & Comms, Ticketing and Hospitality, Event Production and Insight and Evaluation.
Cadbury will be joining a growing portfolio of global Premier League partners such as Tag Heuer and will enjoy a range of rights relating to player milestones including the Premier League’s Golden Boot and Golden Glove awards.
The pair will also deliver a bespoke element of the league’s existing community programme Health for Life which is focused on changing the lifestyles of 60,000 school children across the UK. Both brands will work together to create tailored sessions focused on healthy choices, expanding the scheme’s reach to inspire young people in schools across the country.
Richard Masters managing director of the Premier League said: “Cadbury’s popularity across the world, and our shared focus on delivering moments of joy, make this a great fit for the Premier League and we are thrilled they have chosen to work with us in what is their first ever partnership in football.
“We are really looking forward to working with Cadbury to celebrate the excitement of the competition, and on the plans we have to jointly grow and enhance their Health for Life project as part of the Premier League’s wide-ranging community work.”
The agreement follows on from Cadbury’s sponsorship of the London 2012 Olympics, with Francesco Vitrano, brand director for the chocolate giant, saying it would also offer up “an incredibly exciting chance” to be part of moments such as the Golden Boot and Golden Glove awards.
“We can’t wait to start this journey with the Premier League,” he finished.
The League unveiled a clean new brand strategy at the start of last year, marking a shift towards a sponsorship blueprint that was more dependent on the commercial clout of its clubs to swell its own value beyond TV.
Via: The Drum
 

Posterscope Creates an OOH Experience for Cadbury’s Bournvita Biscuit

Posterscope India has rolled out an extensive campaign to announce the launch of Mondelez’s latest variant Cadbury Bournvita Biscuits.
This is the company’s second brand in the biscuits category after Oreo. With this, Mondelez India has expanded its category footprint from cream biscuits to cookies.
The core objective of the campaign is centred on building awareness of the launch of this new offering. Posterscope used the product tag line ‘Subah ka Biscuit’ (morning biscuit) in its communication to showcase the product as a morning breakfast snack. The campaign aimed to reach out to the mothers of children aged five and 15 years.
 
Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, unipoles, gantries, pillars, mall facades, airport, metro trains.  To build reach and frequency, Posterscope deployed bus shelters, food court table mat brandings, local and metro trains and signages across various cities. The campaign has been implemented across top 20 cities.
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Via: Best Media Info

The Milka Collage Fun-Box

Mondelez promoted the new Milka Collage with an OOH roadshow throughout Germany. A “Milka Collage Fun Box” invites chocolate-lovers in nine cities to take a photo. The images are being shown live on a screen outside of the Funbox and can be shared with friends on Facebook. As a strong incentive to participate, each participant received a chocolate bar of Milka collage, personalized with his or her own picture. The new Milka Collage in flavours caramel and raspberry has been available since the end of 2015. For Milka Collage, Mondelez has been increasingly relying on out- of-home-communication.
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Oreo Wonder Vault Delighting Passersby in New York City

If you’re in New York City today, and anywhere near 18th Street between 7th and 8th Avenues, head over there before 6:30 p.m. and check out this Oreo mysterious door.Actually, it’s more like a portal.
The Mondelez cookie brand is calling it the “Oreo Wonder Vault.” And we’re told it’s where new Oreo flavors magically appear, as if out of thin air. And indeed, that’s apparently what’s happening today, when passersby can approach the door and receive brand-new Filled Cupcake Oreos a full six days before they hit store shelves.
The brand explains the sorcery this way: “Media and fans that stop by today will get the chance to personally open an Oreo shaped door and watch their box of Filled Cupcake Flavored Oreo Cookies ‘travel’ directly to their hands, traversing through a magical world of Oreo flavor.”

Oreo gave us more factoids about the Wonder Vault:

• As many as 50 prototype flavors and more than 100 additional ideas can be in the Wonder Vault at any time.
• Usually 12-18 months of creation, including monthly tastings, get us to the perfect, delicious flavor but some flavors spend years in the Vault before they are ready for release.
• We make our initial prototypes by hand. Once we feel confident in the flavor, we create a batch in our bakery and the process goes from there with taste tests along the way.
• We try every flavor of crème coming out of the vault on both chocolate and golden cookies to get to the just-right combination, and we are always experimenting with new ideas to make sure we deliver the most delicious treat possible.
• The limited edition process never stops; we have lots of flavor ideas just waiting to make their way to the world.

We’re pretty sure not all of this actually happens in a Wonka-like hole in the wall on West 18th Street. But it makes for a fun little outdoor installation. More pics below.

Weber Shandwick was the lead activation agency on this, in collaboration with Iontank, 360i, The Martin Agency and Carat.

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Via: Add week

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