2010 Winners & Shortlists

PRICELESS MOMENTS

BrandKRAFT
Product/ServiceOREO
EntrantSTARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
CategoryBest Use of Television/Cinema
Entrant Company:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Media Placement:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

Engaged 5 million Arab women across GCC (Source : PARC) In KSA, Volume share during Oct-Nov 09 grew to 2.5%, Oreo’s highest share ever - an increase of 65% compared to SPLY (Source : AC Nielsen) The Oreo-branded website received an unprecedented 557 video entries in just 6 weeks – a record for the region (Source : MBC1) Brand awareness increased to 36% and Ad awareness increased to 34% - highest levels for Oreo since its inception (Source : TNS Tracking data)

Creative Execution

The show titled ‘Priceless Moments’ reflected Oreo’s association with ‘child-like’ family moments that portrayed eminent TV celebrities in a fresh new light - ‘everyday’ parents experiencing ‘everyday’ fun with their children. Each segment captured heartwarming ‘slice-of-life’ stories from the lives of these celebrities - something which Arab mothers could connect and relate to. The brand was seamlessly blended within the show’s fabric. The look, feel & mood of the show were designed around Oreo’s core values. There were even several unscripted brand mentions from the celebrity children themselves. We then gave viewers a chance to become part of the experience by posting videos of their own ‘priceless’ moments on an Oreo-branded micro-site. The best weekly videos were featured on the TV show and rewarded with priceless experiences like weekends in Atlantis and Nintendo Wiis.

Insights, Strategy and the Idea

In a fiercely competitive category, Oreo is still a small player in the GCC. Around the world, the brand’s been built around memorable family fun-moments but consumers here are unaware of its positioning. Our challenge here was to make the brand famous amongst Arab mothers by connecting with them in a meaningful and real way. Our research revealed that Arab mothers are fascinated with TV celebrities and their ‘behind-the-scenes’ family lives. Since these ‘everyday’ celebrities visit their living rooms everyday, they find them real and relatable and a reflection of their own selves. Our strategy was to tap into this fascination and relate them to Oreo’s core values. To achieve this, we partnered with MBC1 (the region’s biggest entertainment channel) to create a new celebrity-family show format – a first for the region.

Credits

Name Company Role
Mohit Lodha Starcom Mediavest Associate Media Director
Pankaj Pagarani Starcom Mediavest Media Manager
Jasmine Skrbo Starcom Mediavest Sr Media Executive
Tony O' Connor Leo Burnett Copywriter Director
Alexendra Reynolds Starcom Mediavest Regional Media Director