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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

Oreo Launches 'Feats of Wonder' Experience

For two days, Oreo ‘Feats of Wonder’ came to the Sydney shores to celebrate its partnership with The Australian Olympic team.
Oreo and SapientNitro Melbourne gave the Australian public the chance to experience the amazing things our athletes achieve, with an Oreo twist.
To see video click here 
Via: Campaign brief 

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

Oreo Creates Moments of Connection in China

Posterscope China were tasked with increasing the relationship between the Oreo brand and their customers as well as increasing the number of subscribers to Oreo’s official Wechat account.
Interactive screens at bus shelters were the main the format used, leading customers to the Oreo Wechat account by scanning QR codes and getting them to make funny faces. Their faces then appeared on the bus shelter LED screen.
Over 8,400 people interacted with the screens with 5,975 people subscribing to the Wechat account.

Times Square Transformed Into Larger-Than-Life ‘Oreo’ Adventure Land

New York City’s Times Square was transformed into a giant ‘Oreo’ adventure land in the latest stunt for the ongoing ‘Wonderfilled’ campaign to introduce the world to the wonders of ‘Oreo’.
In celebration of the iconic cookie’s 100th birthday, an animated 90-second spot made use of the giant billboards surrounding Times Square.
Pedestrians were stopped in their tracks as larger-than-life characters leapt and swum across buildings, sharing the wonder and magic of ‘Oreo’ cookies and dunking them into milk.
[vimeo width=”300px” height=”200px”]86433349[/vimeo]
Via: Design Taxi

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