2010 Winners & Shortlists

Results and Effectiveness

450,000 readers captivated through the Khaleej Times execution (Source: Khaleej times) 19,000 families turned up at the store to catch a glimpse of the sculpture (Source: Lulu) 1,100 family pictures with the Oreo sculpture in single day (Source: Kraft) The activation was covered by all leading news publication, radio shows and even by prime-time TV news. Video got 1,000 views on Youtube in 7 days of being uploaded. Also a big hit on twitter becoming the most popular link in UAE having been re-tweeted 35 times.

Creative Execution

To own the monumental moment and capture the euphoria & excitement surrounding it, we partnered with Khaleej Times, the oldest UAE newspaper to take over the 05th January issue covering the Burj Khalifa launch. The execution involved creating an innovative four-page glossy wrap-around which blended the ‘Burj Oreo’ portraits with the iconic images of the world’s greatest structure. Readers were mesmerized with an unexpected visual feast on broadsheet and became a collector’s item for Burj aficionados. In order to take audience engagement a step further, Oreo created a stunning sculpture simulating the iconic skyscraper. This ‘limited edition’ 4m tall ‘Burj Oreo’ was placed inside a high-traffic supermarket and delivered a heartwarming fun experience for families. Not only did shoppers mob the supermarket to catch a glimpse of the cookie tower, they also took family pictures with it embedding the whole experience in their memories for times to come.

Insights, Strategy and the Idea

In a fiercely competitive category, Oreo is still a small player in the UAE. Around the world, the brand’s been built around memorable family fun-moments. Our challenge was to make the brand famous amongst families by making it locally relevant. Our research validated the universal truth about families – they are on a constant quest for unique cross-generational experiences; memories which can cherished for years to come. The launch of World’s tallest tower Burj Khalifa represented one such momentous experience in UAE & world history which families could share and become part of. The monument was symbolic of the pinnacle of human achievement which UAE locals could take pride in. It was once in a life-time opportunity and what a better way of celebrating it than wrapping the historic monument with Oreo?