2022 Gold Entertainment, Music and Publishing

Agency: Digitas UK

Client: Mondelez International

Campaign Name: Press Play with OREO - Mixtapes

Campaign Overview

OREO needed to build brand meaning and relevance with UK Millennials through a creatively led, integrated experience that would strike a chord with them and ultimately drive incremental sales.

Strategy

Following the impact of COVID-19, deprived of physical experiences and connections with loved ones, Millennials were fed up. This stressful environment gave rise to a return and embrace of the familiar, nostalgia, and hobbies such as knitting and other craft-based activities. There was even a resurgence of cassette tapes, and a comeback of classic albums.

OREO identified that music is a popular means of escape for Millennials. However, the brand felt data-driven algorithms were taking joy from their listening experiences, removing the personal element of selecting songs. This created a need OREO could meet through its creative solution.

Creativity

The brand created 'Press Play with OREO - Mixtapes' a connected physical and digital experience that put the product at its heart to recreate the fun of crafting and sharing mixtapes with each other in the digital world - just like Millennials used to when they were younger.

The work was brought to life with sales-driving activity including in-store and point of sale, retro packaging, use of Spotify for exclusive online mixtapes, in-store, experiential PR, social and digital.

It spanned multiple consumer touchpoints, starting with the OREO pack, which doubled as an entry token to a rich digital experience online. Using AI technology, consumers could scan the pack to access an exclusive online music experience where they could craft their mixtapes to create a great playlist, add a personal dedication, fun stickers for the ultimate Nineties look, and share with a friend.

Results

The campaign drove high cut-through, engagement and sales while bringing back some Nineties nostalgia to the current music streaming experience.

Activity drove significant sales uplift, with 5% growth year-on-year and 16% growth in Tesco. OREO also received X5 positive brand uplift of 1.5+ compared to a 0.3 benchmark.

The campaign was successful across brand uplift, awareness, campaign engagement rates and sales acquisition. It exceeded all KPI's and delivered outstanding quarterly target uplifts.

The Team

Digitas - Emma de la Fosse CCO - Lazaros Nikiforidis ECD - Dani Brown Creative - Alex Wood, Creative - Mimi Chan Creative - Rudhraigh McGrath Creative - James Whatley Strategy Partner - Alex Stewart Business Partner - Jackie Bee Business Director - Lou Fox Account Manager - Nat Conway, Account Executive - Ian Kaye, Project Manager - Chetan Jain, Technology Project Director - Febin Philipose, Delivery Manager - Nikhil Roy, Senior Associate Project Manager - Nathan Parris, UI Designer - Tim Vukcevic, Senior Designer - Dan Bale, Senior Designer - Joe Martin, Designer

Mondelez International - Rafael Espesani, Senior Brand Manager - Bryony Tate, Brand Manager - Elise Burditt, Marketing Director

Contributors

Carat, Elvis, Golin, Promo, Veritas, Emagination, and Prodigious