2011 Winners & Shortlists

Results and Effectiveness

Oreo Family Movies satisfied the ‘flick-cravings’ of 3 million* kidult families across the region. The portal drove 107,000 page views in less than a month after launch – a commendable achievement for a special interest website. The content proved sticky as each user spent 6 mins^ on average. The portal soon became famous, generating $260,000~ worth of PR in less than 2 weeks. This included foreign media as, although the content was localised, its appeal was universal. Oreo’s overall sales volume grew by 50.7# increasing its share of the highly competitive snacking category by 0.8pp#

Creative Execution

Oreo Family Movies (www.oreofamilyfilms.com) brought the magic of family movies to Arabia, promising fun and entertainment the Oreo way. We partnered with leading Hollywood studios to bring ‘never-seen-before’ content to the region. Exclusive news and features on upcoming titles, ‘hot-of-the-press’ trailers and behind the scenes videos were all just a click away now. Not only could kids could play interactive games, their kidult parents could review & blog about the latest flicks. To build the hype around the launch, we partnered with Sony pictures for the premiere of The Karate Kid. We invited kidults to experience a martial-arts themed screening of the film. We partnered with leading entertainment titles to create ‘family movie listings’- a print innovation to help families pick their flicks! We engaged kidults online through innovative executions, such as page takeovers and content partnerships on leading kidult destinations.

Insights, Strategy and the Idea

“"i, I’m Khaled, a thirty-something father of two – my two kids, my two best friends. We do everything together – gaming, music, and of course movies. Harry Potter & Shrek are our favourites." Hang on a second. Aren’t family movies meant for kids? Not anymore. A new breed of ‘kidult’ Arab parents is embracing the creature comforts of childhood like never before. Family movies have become every parent’s favourite pastime. But how could film-buffs keep up with their daily dose in a region where movie publishing had not yet entered the popular culture, and there was no ‘localised’ content available? Oreo saw this challenge as an opportunity to create a new digital space and showcase its positioning of a 'family fun' brand. With miniscule budgets, we curated a content platform celebrating family movies, and the region’s first family entertainment portal was born.