THE DR. OETKER BAKING APP
Title | THE DR. OETKER BAKING APP |
Brand | DR. AUGUST OETKER NAHRUNGSMITTEL KG |
Product/Service | THE DR. OETKER BAKING APP |
Category |
A10. Innovative Technology |
Entrant
|
BBDO DÜSSELDORF, GERMANY
|
Idea Creation
|
BBDO DÜSSELDORF, GERMANY
|
Media Placement
|
OMD GERMANY Düsseldorf, GERMANY
|
Production
|
CRAFTWORK Düsseldorf, GERMANY
|
Additional Company
|
PROXIMITY GERMANY Düsseldorf, GERMANY
|
Credits
Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
Darren Richardson, Ton Hollander |
BBDO Düsseldorf GmbH |
Chief Creative Officer |
Kristoffer Heilemann |
BBDO Duesseldorf GmbH |
Creative Managing Director |
Andy Wyeth |
BBDO Düsseldorf GmbH |
Creative Director |
Veikko Hille |
BBDO Düsseldorf GmbH |
Creative Director |
Jan Peisert |
BBDO Düsseldorf GmbH |
Senior Digital Art Director |
Luis Branco |
BBDO Düsseldorf GmbH |
Digital Art Director |
Ann-Catrin Blömer, Rosario Brancato, Julia Kinast |
BBDO Düsseldorf GmbH |
Art Director / Digital |
Eva Lia |
BBDO Düsseldorf GmbH |
Art Director |
Katharina Röhl |
BBDO Düsseldorf GmbH |
Copywriter |
Holger Bengel, Patrick Holtkamp, Daniel Biallowons, Meike Braun |
BBDO Düsseldorf GmbH |
Account Team |
Diana Augustin, Deborah Schaper |
BBDO Düsseldorf GmbH |
Planning |
Christian Stenger |
BBDO Düsseldorf GmbH |
Technical Director |
Michael Helmke, Tim Sträter |
Proximity Technology GmbH |
Business Partner / Technical Partner |
Christoph Hirtz, Andreas Otten, Tobias Baltrusch |
Proximity Technology GmbH |
Software Development Team |
Steffen Gentis |
BBDO Group Germany GmbH |
Chief Production Officer |
Michael Koch, Niklas Lemburg, Lukas Schmücker |
CraftWork - a brand of ad agencyservices GmbH |
Producer |
Juhn Kim, Niklas Lemburg |
CraftWork - a brand of ad agencyservices GmbH |
Editor |
- |
CraftWork - a brand of ad agencyservices GmbH |
Post Production Company |
Franz Schuier |
BBDO Düsseldorf GmbH |
Agency Producer |
The Campaign
The first baking app with touchless gesture control, to keep hands free for baking and screens free from mess.
Creative Execution
The app was launched on the apple app store and Google play store for Christmas, which is one of the most popular times for baking in Germany. Each recipe is brought to life by a series of short (2-4 second) looping film steps. Once in the app, the user only has to push the BAKEMODE button within a recipe to begin the magic. Thanks to technology that detects the hand movement of the user through the device’s camera, bakers are able to navigate a recipe like never before.
Feedback for the app has been very positive with over 90% of ratings being 5 stars. The Backen App became the most popular baking app in Germany during the Christmas period and helped reinfuse the traditional brand of Dr. Oetker with innovation once again.
Loyal consumers are aging out of the category, while baking becomes more and more famous among a younger audience, which Dr. Oetker increasingly has troubles reaching due to their shifting media consumption behaviour. Today six out of ten hobby bakers use a mobile device while cooking. Although there were many existing baking and cooking apps on the market, we found that many of these young mobile bakers were struggling with flour dust and greasy fingerprints on their beloved smartphone screens. We decided to give them the best of two worlds by combining Dr.Oetker recipe expertise with the current state of technology, so that hobby-bakers can focus on what really matters: the joy that comes with sharing a self-baked good with people dear to our heart.