| Title | THE OREO ECLIPSE |
| Brand | MONDELÉZ INTERNATIONAL |
| Product/Service | OREO |
| Category |
C01. Fast Moving Consumer Goods |
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Advertising Agency
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FCB INFERNO London, UNITED KINGDOM
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Media Agency 2
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PHD London, UNITED KINGDOM
|
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Entrant Company
|
PHD London, UNITED KINGDOM
|
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Media Agency
|
PHD DRUM London, UNITED KINGDOM
|
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Production Company
|
GRAND VISUAL London, UNITED KINGDOM
|
Credits
| Matt Sanders |
Phd |
Managing Partner |
| Jonathan Greenfield |
Phd |
Business Director |
| Grace Letley |
Phd |
Planning Director |
| Hannah Nicolson |
Phd |
Media Manager |
| Richard Simkins |
Talon |
Innovations Director |
| Jeremy Taylor |
Grand Visual |
Account Director |
| Tom Stinson |
Grand Visual |
Digital Producer |
| Tito Favino |
Fcb Inferno |
Managing Partner |
| Gary Robinson |
Fcb Inferno |
Executive Creative Director |
| Ruth Griffin |
Phd Drum |
Client Services Director |
| Matt Cole |
Phd Drum |
Creative Director |
| Tom Angell |
Phd Drum |
Creative Developer |
| Simon Harwood |
Phd |
Head Of Futures |
Brief Explanation
Oreo is a world famous brand. But in the UK, it’s a relative new addition to our traditionally dull biscuit repertoire.
Indeed, Oreo enjoys just 10% of the unprompted awareness and 40% less trial than the UK’s market leader.
With a mission to make Oreo a more iconic brand in the hearts and minds of Brits, we looked to the skies for inspiration.
Suspecting that the notorious British weather would spoil the biggest solar eclipse the UK had seen for 16 years we created our own Oreo Eclipse to guarantee every Brit could enjoy it.
Results and Effectiveness
As we suspected, the weather in most of the UK made the spectacle… well…less spectacular.
That meant that - for the majority of the UK - the Oreo Eclipse was the ONLY one they enjoyed that day.
By giving the UK the eclipse that Mother Nature denied them, we drove vital product trial and made Oreo the star of the celestial event of the decade.
Sales rose 59% following our Oreo Eclipse.
Helping make March 2015 Oreo’s biggest ever sales month in the UK.
Creative Execution
We started the day by quite literally eclipsing The Sun - covering more than 2m copies of Britain’s biggest-selling newspaper with its first ever translucent cover wrap.
This was complimented by digital OOH which used Oreos to re-create the Eclipse by using astronomical data to mirror the exact timings and trajectory of the sun and moon on the screens.
To ensure that the UK was talking about our eclipse long after mother nature’s had finished, we captured each site on time lapse video, and distributed them as 10-sec films on social media WITHIN AN HOUR of the eclipse’s completion.
Insights, Strategy and the Idea
With the ultimate goal of moving Oreo further into the centre of UK culture, the eclipse was a perfect moment. Brits would be collectively looking in the same direction at the same time, and we’d put Oreo in full view.
We knew that the eclipse would see other brands settle for opportunistic social media stunts.
To make an impact on the consciousness of the UK, the Oreo Eclipse couldn’t be that. It needed to be an unmissable event, executed at scale.
That meant creatively using digital screens in a way they had never been used before.