OREO Interests Hack
Mondelez SEA
Issue 57 | December 2020
Agency
Publicis Groupe Indonesia
Creative Team
Executive Creative Director Ravi Shanker Art Director Ismiranti Kinanti Copywriters Pingkan Lumanauw, Desti Srikandi
Production Team
Designer Tori Soekarno Production House Prodigious Bangkok
Other Credits
CEO Brian Capel Managing Director Sony Nichani CSO Shailesh Iyer Planner Bilal Abdulrachman Client Mondelez SEA Director Marketing, Biscuits SEA Nikhil Rao Associate Director Arpan Sur Marketing Manager Boon Siew
Date
Sept 2020
Background
During the pandemic, people spent more time in digital media than ever before. Oreos needed to follow them but in ways that were relevant to them as individuals.
Idea
The creative idea was to ‘make every moment playful’ with Oreos, while the media idea was to deliver the message through an array of over 400 personalised ads served to consumers based on their specific interests.
Though just six-seconds long, the content was tailored, meaningful and relevant to what people were doing and watching online in lockdown.
If someone was into action movies, then Oreos’ action content popped up on their feed in Facebook or as a pre-roll on YouTube.
If someone enjoyed horror movies, they were shown the Oreos horror content.
Results
283.15 million digital impressions, reaching 24.67 million people. Unaided recall was up 5.7% and sales up 24%.
Our Thoughts
This strikes me as an unusual in that it is a brand building campaign in channels and time-lengths more usually associated with brand activation. On pages 15-17, Paul Feldwick defines brand advertising as having emotional impact. While it’s pretty difficult to do much in six seconds, overall this flock of bumper ads give Oreos a distinctive sense of fun. And, in these dreary times, fun is as viable a brand purpose as any.