2014 Winners & Shortlists

Results and Effectiveness

Oreo’s integration exceeded all expectations. It reflected positively on imagery, awareness, & contributed to delivering Oreo’s record market share. - The sketches received more than 33 million views and 529,073 likes on YouTube - Oreo’s brand imagery improved significantly o “A brand that is playful” increased by 3% points (IPSOS) o “Is Fun to Eat” improved by 1% points (IPSOS) - Oreo’s unaided ad awareness increased by 6% points. Top of mind improved by 2% points (Nielson Tracker) - Oreo’s market share grew by 0.8 pp post activation (Nielsen Retail Audit) - Oreo’s integration captured over 36,000 interactions on Facebook, resulting in +57% in Oreo’s Facebook fan-base (Facebook analytics)

Creative Execution

In order to address Millennials, Oreo was going to need to speak their language and hang out in their communities. With their need for personalized content and appetite for entertainment, it came as no surprise that Saudi Millennials spend a large portion of their time on YouTube. The idea was clear, an integration on Saudi Arabia’s most viewed YouTube comedy show – Oreo would inject fun through laughter – sparking funny and relevant conversations with Millennials. “Eysh Elly” provided just the right YouTube platform for Oreo. A series of 12 funny 15 second sketches were introduced to open each episode promoting the Twist, Lick and Dunk ritual in various playful ways. Each sketch demonstrated different interpretations of the Oreo ritual using language and jargons directly related to Saudi Millennials, capitalizing on the personalized approach. The sketches became so popular with Saudis promoting a sharing frenzy that took the content viral far beyond YouTube to Facebook.

Insights, Strategy and the Idea

Oreo was on a mission: To bring fun to everyone. While Oreo was seen as fun & playful amongst kids, Millennials didn’t share this sentiment & did not connect with the Oreo ritual; Twist, Lick and Dunk. Recognizing the size and importance of this segment to the Oreo business, Oreo needed to find a new way to reconnect with them and build its credentials as a fun and engaging brand. Born digital, grown up mobile, Millennials experience life through a different lens. Growing up in a world where entertainment is only a click away, Millennials have developed an appetite for personalized content and resilience to traditional advertising. To connect, Oreo had to adapt and behave like a Millennial. Knowing that the best friendships are built on the foundations of laughter, Oreo sought to redefine the meaning of fun by taking Oreo’s eating ritual of Twist, Lick and Dunk and making it funny and relevant.