Mondelez’ premium biscuit brand Oreo teamed up with mInteraction and MediaCom, the digital group and media agency under GroupM Thailand to launch limited edition gold box sets with an extra special augmented reality seasonal greeting card in order to tap into the opportunity of the holiday season. This is the first of its kind in Thailand for any biscuit brand to utilise this marketing innovation technology and consumers were delighted to witness a bit of digital magic on the packaging. This comes close to the heels of another digital campaign by Oreo which focussed on the theme of friendship.
Challenge
This year for the first time, the Oreo selection launched a special box set in celebration of the festive season. As the festive season is a high sales season for the biscuits category, the competitive stage set is bigger and critical for Oreo, as there are more brands activating the market and stealing share of wallet from shoppers. Oreo sent out its limited edition festive blue and gold box set with chocolate and vanilla filling, an indulgent combination with an extra special augmented reality seasonal greeting card to make this mega campaign remarkably Christmas and to welcome the new year. This time Oreo teamed up with mInteraction, a digital agency in Thailand, owned by GroupM, and made it possible to see the cookie in a different light by adding some digital magic on the packaging in lieu of a traditional gift basket.
The objective for the brand was to tap into the seasonal opportunity with festive product ranges, increase sales and steal market share from competitors during festive season while offering a premium range of festive products to create a sense of sharing with loved ones via delicious product experience. It would be topped up with a one-of-a-kind Augmented Reality card that none of their competitors have to offer. As a surprise this year, loved ones can receive and give the Oreo selection, a special version of the originals, and utilise the circular lid at the top to witness a bit of fantasy in front of the computer screen.
Strategy
Seizing the opportunity of the holidays, the brand allowed users to send greetings to friends and family via a single click and strengthening the emotional bond between user and the Oreo brand in a matter of seconds. For the online strategy, Oreo had the superior advantage over competitors with the AR card, the first biscuit brand in Thailand to employ this technique. According to the typical Thai family, the term ‘festive’ is a moment of sharing goodwill. Hence, we decided to elevate the festive moment with a special box edition for users to experience the celebration of the holidays. The Oreo Selection was deemed the perfect gift to share with families. We took the idea of Augmented Reality, using coded digital technology to translate the story of Oreo selection and festive season to all customers, mainly family members.
This new type of marketing innovation magnified the brand’s impact utilizing the festive season to establish the special connection between the brand and users with an emphasis on ‘Family’ and ‘Sharing’ concept to contribute to the entertaining environment. With such interactive and social features, the users felt simply blessed with customisable messages to families and friends.
Execution
The campaign kicked off December 9th and is currently running until January 31st. A festive short viral clip encapsulated family bonding and was highlighted on the Augmented Reality card. The users require the webcam and the Oreo Selection box to unlock the magic moment, which they could experience and share to the loved ones. Afterwards, the second instalment, a full version of the viral video, which added the bonding element between families and relationships, was released during the middle of the campaign at the pinnacle of holidays, Christmas and New Year’s, right around the corner. Users can play by accessing the Facebook application linked to the official website and when visiting the landing page. Users have the option to send the 3D real time standard electronic card or the visual augmented reality card with animated characters playing in the Oreo castle with fireworks and personalized card messages. These characters are part of the greeting card, which accesses pictures from the users’ social media album and the receiver with whom it is shared.
Results
Up until January 6, 2014, the campaign boosted the holiday glow and generated sweet buzz nationwide during the holidays.
- More than 1 million pre-roll impression for the viral video
- More than 31 million Facebook impression on the Facebook Page post
- Almost 40,000 people played the application
Credits:
mInteraction
Siwat Chawareewong, CEO
Jirat Arinrith, Creative Director
Kaweewat Tantrakul, Associate Creative Director
Mullika Angsuwattana, Project Manager
