2017 Winners & Shortlists

The Campaign

When you watch a movie at the theater, you're sharing a unique experience with a room full of strangers. There's nothing quite like being trapped in a room of people who are laughing, crying or gasping at the same moments as you, as you immerse into a story together. Much like bringing two exclusive brands together in an innovation, through #BreakTheSilence, Cadbury Oreo created a conversation between strangers in the one place no communication is allowed. Locked beneath their seats was a bar of our enchanting chocolate cookie fusion, a creation that had not yet hit the market. To have your first bite, you and the stranger next to you had to mesh together your ticket numbers in a magic code that would unlock the box of chocolate. Just goes to show you, when the best of two worlds come together, what kind of magic is created!

Creative Execution

Upon entering the cinema, our consumers were teased with messages about breaking the cinema silence, and intrigued to understand #TheBestOfBotheWorlds experience. As you got comfortable in your seat, the screen relayed a message about speaking to the stranger next to you to unlock the closed boxes between every two chairs. The message was simple “ What happens when the best of two worlds combine?” “Wait for the surprise”. Consumers unlocked their bars of chocolate by entering a code which was a combination between their two unique ticket numbers. They were then invited to get some more by a vending machine that summoned every Oreo lover and Cadbury lover to join forces to release a bar. The activity was simple, stand on opposing ends, one pushing Oreo one pushing Cadbury push them close enough and a bar would be released.

- Sampled more than seventeen thousand Cadbury Oreo bars. - Cadbury Oreo reached 1.1% value share of total chocolates by December 2016, only two months from communication launch. - Sold more than 6 million bars in 4 months, over achieving target by 90%. - Cadbury Oreo contribution out of total Cadbury portfolio was 13% versus other variants like Cadbury Hazelnut which constitutes 3.2% out of total Cadbury portfolio. - The launch managed to grow the total Cadbury portfolio by 5% throughout September to December 2016.

How can a seat in a cinema start a conversation between strangers? How can you spark conversation in a theater where everyone forced to be silent, and even whispering is taboo? How is that seat transformed into a touch point that celebrates how the best of two worlds coming together has the potential to rock the chocolate world?

Insights, Strategy and the Idea

The core of our strategy was bringing together the best of both worlds in the most unexpected situations. When unexpected friendships spark, it can often be world changing. That was the idea of Cadbury Oreo. You never really expect to converse with a stranger in a movie theater, its every man, seat, and snack to himself. But what if uniting strangers could unlock more? Knowing cinemas was a favorite routine destination for our youth, what made it even more of a strategic destination was the monotony of the whole experience. Line up, walk in, find your seat, enjoy a snack, switch off your phone in order not to disturb your neighbor. But what if we could change that routine, and spark the unexpected through unique friendships?