2014 Winners & Shortlists

Results and Effectiveness

The execution resonated with its impressive results. Users genuinely enjoyed the game. Spectacular entries reflected extreme creativity were submitted pointing to high time spent per user. The page noticed an immense boost in engagement which led to the development of a newsletter by Expion, our global enterprise for social media management, elaborating on the smashing page performance. With over 1,670 submissions & 6,800 total votes, Oreo Artist was one of the most used applications in Lebanon. It also reached a page engagement rate of 0.2% vs. industry average of 0.13% and attracted 15,000 new fans to the page (Facebook)

Creative Execution

We designed an Oreo application to stimulate the community’s creativity by creating images made from Oreo cookies, Oreo crème and milk. We were keen on engaging our community with the app and the prizes by blasting the online platform with page post ads promoting the execution. An interface comprised of several Oreo and milk elements of different shapes and colors was established whereby fans were invited to watch some tutorials on the app to help stimulate their creativity. The app even had diversified categories divided as follows; Oreo emotions, Picture frame, Musical instruments, huggable animals, and Freestyle to encourage different themes and ideas. In the picture frame category we allowed users to upload a picture of their choice in order to design an Oreo frame around it. We adopted entries as our ad visuals to promote the application and show the fans the creativity unleashed using the available elements.

Insights, Strategy and the Idea

Oreo’s brand equity was losing its essence in the region whereby Oreo and milk did not own a strong correlation similar to other markets. The brand heritage needed to be reinstated through an execution that highlights childlike moments through the TLD ritual. We needed to ensure communication of creative content that warms the heart of every audience member, is relevant to them, and associates the brand with positive experiences and builds Oreo’s TOM and Equity. By catching the digital wave via Facebook, we are reaching our target audience and interacting with them through content that is carved around family time and childlike delight moments along with product centric posts that they can relate to. Oreo wanted to execute an application that would leverage the brand equity message and offer an entertaining experience for the children/families.