Cadbury – OREO
Timeline
January – March 2019
Problem Statement
Oreo had launched a campaign in the USA for an AR mobile game with similar functionalities as Pokemon GO, in which users would find hidden cookies in the real world and win prizes.
however This was supported by a media campaign on TV, social media and physical displays in supermarkets. The campaign was an enormous success, driving brand awareness, stimulating sales and increasing app downloads.
They wanted to replicate the same success in the UK market, however using only DOOH as media.
We needed to provide brand awareness, stimulate sales, increase in-store footfalls and encourage app downloads with a fraction of the budget.
Replicate the same success the campaign had.
Download app
Brand awareness
Increase sales
Footfall uplift to stores
OOH typically have an
attention span of 7s
DOOH interactive D6 Screens
contain touchscreens and
high-spec computers
with Nvidia GPUs
OOH sites reach 98% of
the UK population every
2 weeks
DOOH screens aren’t limited to only videos and static screens, there’s an amazing range of interactive capabilities to explore. The development of an interactive game with similar mechanics as the mobile app would allow this campaign to achieve a similar depth of engagement with the consumer like it was done in the US market.
Playing the designs in some of the most iconic screens, roadside and trains stations in central London we should be able to achieve mass brand awareness, be able to drive footfall directly to the store to increase sales and all the while engaging with the consumer in a fun way through a game to drive interest in the quest.
In order to take part in the game you need to get the promo code inside the cookie pack.
A dedicated interactive bus stop,
in central London would increase
exposure and awareness of the campaign.
The game winners on the interactive screen
get a free Oreo cookie pack with a code inside.
Gamifying the experience via an interactive screen with a game with similar functionalities as the actual game app would teach the users about the game mechanics and also show engagement and interest in taking part in the quest.
As for the rest of the 700+ DOOH screens in central London, it would show the distance in metres and minutes, and how to get to the interactive bus stop from where they are, or the nearest shop with the cookie pack in stock.
Storyboard studies for 20” animation on transvision site
Make it visually attractive, keep the design and creative direction cohesive with the previous campaign and Reutilise the assets consciously so that the medium used now is different and make the best adaptation.
Oreo blue is the main Oreo brand colour.
Black ‘stuf’ white ‘fresh’ blue and greys are pretty important too.
Then come secondary colours. Used to inject a little fun if things start to feel blue in not a good way.
Oreo Sans comes in four delicious flavours – Light, Bold, Heavy and for when you’re really hungry, Black.
The great Oreo cookie quest has an incredible range of assets, from 3D renders to 2D illustrations for this campaign, that made my creative juices flow and have a lot of fun!
