Madison World - Work Details

Brief

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.

Solution/Execution

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

'Munch it' was a huge attraction with the installation of an Oreo that resembled the Pac-Man game on a billboard, where munching lights stood out on a high traffic location at the JVPD circle in Mumbai.
'Surf it' represented itself at Mahim Causeway with the motorized movement of an Oreo cookie surfing its way through the milk waves from one side to the other on a gantry.
'Stamp it' highlighted the fun of playing with stamps, and this billboard was created using LED lights to depict the actual stamping of an Oreo Cookie, with the large Cookie jutting out of the hoarding at a busy Juhu street, near Tulip star.
'Yo-Yo it' emphasized the concept by effectively displaying a Yo-Yo in motion, where the cookie moves up and down in a motorized pattern at Cadel Road.

RESULTS

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.