2014 Winners & Shortlists

Results and Effectiveness

The day didn’t end there. People talked about it from all over the globe. Messages, comments & posts came in to our fan page from Singapore, China, Canada and many other countries. It moved people’s emotions and yet also had a great functional effect on Oreo. Markets’ value share increased by 4%, association with milk reached 80% and increased brand awareness to 99%. (Tracker) Oreo’s social spread had its fair share, with more than 5,000 people visiting Oreland (Talents Management), our Facebook fan page instantly grew by 5% (+24,000) & more than double the targeted participants used the application. (Facebook)

Creative Execution

Breaking news declared that Oreo was separated from Milk, and the only way to reunite them back together was to get them to Oreoland. The story was taken online through an application where users could play the Oreoland game and face obstacles to help reunite Oreo with Milk. This was also replicated offline through in-mall activations leading people to participate and know about Oreoland. Parents and kids enjoyed some much needed family fun, playing with games and inflatable toys, partaking in wall-climbing, mini cinema and arts and crafts activities. Families also got access to shows to the best shows including Cirque du Liban, Crazy Lab not to mention front row seats to Oreo and Milk’s wedding ceremony. The winner didn’t only feel like a hero by reuniting Oreo and milk, but also won a trip to Eurodisney for their entire family.

Insights, Strategy and the Idea

Over the past few years, Oreo had been significantly growing its business in Lebanon year on year. However, recent studies showed that Oreo had actually started losing its association with milk. The issue was far greater than any single brand. Lebanon has been going through a political tornado leaving the people distraught, worrying about the fate of their children and consequently less attentive to commercial communication from brands. We wanted to bring fun back to Lebanese families. We wanted to create a place that felt like Disneyland but with a literal twist, lick and dunk. And so, Oreoland was born, a place where parents and children could disconnect from the harsh political realities and roam free in a world of limitless fun, continuous entertainment and best of all, unlimited free cookies!