2015 Winners & Shortlists

Results and Effectiveness

Within 72 hours, 6,000 cinema viewers played the Wave Game across Dubai. In the moments of fun over 117,000 Oreo cookies were consumed. The laughter was shared through posts, video and album shares reaching 29M impressions. The Oreo Fun App ranking 3rd in the GCC contributing to 13% of total global downloads (21% US / 18% China)

Creative Execution

T4 is transformation, Oreo set out to transform the cinema experience. By adding an Oreo twist to an old technology, we brought the 3D movie into the 4D world. On every cinema-goers seat was a branded Oreo cheering stick. Interrupting the boring commercial time, Oreo asked them to use their cheers to drive an interactive game. Dividing the audience into teams, we told them that the louder they cheered, the more they waved their sticks, the faster the on-screen Oreo would be “eaten.” First cookie eaten wins. Sensor technology captured audience waves and announced the winners on the screen. Since Oreo is about fun for everyone, the real surprise was that everyone won a family sharing pack of Oreos to enjoy with T4. The Oreo Experience was socially promoted and fans used the Facebook Fun App to virtually eat Oreos. Times were recorded and winners received premiere tickets to T4.

Insights, Strategy and the Idea

Oreo is simply fun, the cookie, the cream, the twist, the yummy moment. We brought the Oreo Fun Experience to life by leveraging the global sponsorship of Transformer 4 in MENA. Premiering during Eid, an inherently family based holiday, our goal was to increase family fun at the cinema. Over Eid weekends cinemas expect an increase of 52% in admissions from pre-Ramadan month, adding additional movie times to their schedule. T4 was set to screen at 28 screens across VOX cinema theaters in the UAE and Oreo was there to bring an additional fun element to a family day out “The Oreo Challenge.” Cinema goers in Dubai expect more than a movie, they expect the best, comfortable chairs, variety of food, exceptional service. We knew that if we wanted to make the experience more fun, we had to create something uniquely Oreo. We transformed the T4 cinema experience 4D.