2021 Gold Best Integrated Campaign

Agency: Digitas UK

Client: Mondelez International

Campaign Name: Oreo - The Playful Network

Campaign Overview

Oreo UK wanted to establish a playful tone of voice that would resonate with Millennial consumers living with the consequences of Covid-19

Strategy

Looking at the way Brits responded to the pandemic gave the team cause to commission research into attitudes towards playfulness.

From there, Oreo UK was able to prove that throughout history Brits want to roll up their sleeves, kick back and take the mick.

Oreo knew it didn't have the right to tell people to ‘stay playful’.

Instead, it had to encourage them to ‘play on’.

Their social content - ‘playful network’ - provided inspiration.

While other brands were saying 'We're all in this together', Oreo decided to bring the playful network to life, and playfully make fun of something at the same time

Creativity

The Playful Network was born.

Playfully mocking the UK telco landscape, Oreo's new mobile network was brought to life with an integrated campaign on VOD, display, contextual DOOH, WeTransfer and every social media platform in-between.

With unlimited bites, a free cookie replacement service and 250 personalised 'connection devices' given away every day it was a way of having a bit of uniquely British fun.

It started with reactive posts on Twitter, then launching with a 20-second film that highlighted the ‘twistable, lickable and dunkable connection device’ (the OREO cookie).

The film showed the IRL playful connections that The Playful Network enabled, including 'lightning-fast connections', 'unlimited sharing' and 'real-time gaming'.

Ads appeared where connections were valuable. Train stations across the country featured localised DOOH such as 'Bad connection? Typical Birmingham New Street! Join The Playful Network’; and later on WeTransfer: 'Looking for a faster connection? Join the Playful Network today.’

By appearing in all the places the audience was, and speaking to them in the language they knew, in the year when they needed it most, Oreo UK was able to land a great creative hook in myriad wa

Results

The activity delivered a 31.6% year-on-year increase of the lead Oreo SKU, equating to an additional £1.2m revenue over projections.

In real terms, that's like the entire population of Rotherham seeing the campaign, then going out and buying five packs of Oreo - each.

Other outcomes included:

• 28.1% (£5.7m) growth in core product sales for the full year, and ending 2020 with 18 months of double-digit growth.

• 16.7% ad recall for The Playful Network on YouTube, awarded 'Best in Class'

• +4.6 uplift in consideration on Facebook

• Overall brand meaningful metrics up by 13 points for 2019 vs 2020

Throughout the pandemic the sweet biscuit category grew in total by 4.5%.

The Playful Network ensured that Oreo claimed a disproportionate share of that growth

The Team

Digitas UK - Lazaros Nikiforidis, ECD - Chesney Payet, Copywriter - Maria Kosmidou - Leah Mammoliti, Art Director - Joe Berry, Web Designer - James Whatley, Strategy Partner - Alex Stewart, Client Lead - Joe Martin, Designer - Louise Fox, Account Manager - Linda Obeng, Project Manager Prodigious - Emma Gilbert, Agency Producer - Marinka Prigg, Agency Producer - Dominic O'Riordan, Director - Chris Shone Editor - Simon Brown, Music production/track - Rebecca Shawyer, Executive Producer - Hannah Burns, Production Manager - Benedict Spencer, Director of Photography

Contributors

Carat UK