Oreo launched its latest brand communication – Play with Oreo
500+units were deployed covering more than 1 lac sq. ft. of media across Mumbai, Delhi, Bangalore, Chennai, Kolkata, Hyderabad and Cochin along with clutter breaking innovations.
With the new TVC that showcased Oreo as the brand that lets people engage in imaginative play and creates exciting activity for them to indulge in, the challenge was not only to create equally exciting and eye-catching OOH innovations but to also strategically use OOH from an experiential perspective to drive TOM recall.
The objective also included converting non-triers into buyers, while also growing the household consumption.
The creative renditions were installed contextually & tactically to specific locations, to convey the message in such a way that it connected with the touch points and the audience, while also corresponding with the TVC
The clutter breaking innovations, contextual messaging and deployment of super premium media units helped in enhancing the message "Play with Oreo", thus establishing itself in consumer minds and boosting its sales to becoming the tasteful crumbs of playfulness across households
Taking it on-ground, branded Oreo Frisbees looking like cookies, were given out to beach visitors to enjoy the addictive game.