THE DR. OETKER BAKING APP

ClientDR. AUGUST OETKER NAHRUNGSMITTEL KG
Category A10. Innovative Technology
TitleTHE DR. OETKER BAKING APP
Product/ServiceTHE DR. OETKER BAKING APP
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
Name Company Position
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.

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Final Entry Deadline: 22 October

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