OREO
The Playful Network
Engaging the Covid consumer with a distinctively playful integrated campaignAn integrated activation to establish a distinctively playful tone of voice for OREO UK, which resonates with the living-with-covid consumer mindset of British Millennials, and drives brand meaning, consideration, and sales.
Unlocking British humour to bring fresh light to OREO’s global brand platform of ‘Stay Playful’ and take it to a place that delivered meaning to the covid consumer of 2020.
The Work
Introducing The Playful Network. Playfully mocking the UK Telco landscape, OREO’s brand new mobile network – entirely powered by playful connections – was brought to life with an integrated campaign that appeared on VOD, display, contextual DOOH, WeTransfer, and every social media platform in-between. With unlimited bites, a free cookie replacement service (break one? There’s 12 more in the pack), and 250 personalised ‘connection devices’ given away every day – with no contract – this was OREO’s way of having a bit of uniquely British fun.
Starting with reactive posts on Twitter, responding to people complaining about their actual network (and asking them to join The Playful Network instead), and then launching with a 20s film that highlighted our twistable, lickable, and dunkable connection device (the OREO cookie). Our film showed the IRL playful connections that The Playful Network enabled, including ‘lightning-fast connections’, ‘unlimited sharing’ and ‘real-time gaming’ – all brought to life with a distinctly OREO but distinctly British air of playfulness.
Results
Throughout the pandemic the sweet biscuit category grew in total by 4.5%. The Playful Network ensured that OREO claimed a disproportionate share of that growth.
DMA Gold Winner 2021 - Best Integrated Campaign
