Mondelez: HAPPY NEW YEAR FAMILIES FROM OREO

Credits & Description:

Advertiser: MONDELEZ
Agency: CARAT CHINA
Category: Best Use of Branded Content & Sponsorship
General Manager - Key Accounts: Connie Xu (Carat)
Senior Buyer: Mickey Jia (Carat)
Branded Content - Associate Director: Amanda Zhou (Carat)
Senior Communications Planning Director: Ge Yun (Carat)
Associate Planning Director: Ivan Lu (Carat)
General Manager - Buying: Annie Zhu (Carat)

Effectiveness
Owning the most important family get-together night has proven to be a successful media strategy that brings the brand value closer to snacking occasion and creates business success. EXPOSURE:An amazing 400 Million people watched the 3 live shows or interacted with Oreo online in December. ENGAGEMENT:10 Million fans joined Oreo on its social page. Online buzz soared x10 times. 150,000 people participated in lucky draw during the shows.SALES:January 2013 MAT sales grew by 34% in value, and 16% in volume, outgrowing the category. By January 2013, value share grew by 2 percentage point vs a year before.

Execution
Dictated by the belief that Message, Content and Media are inseparable, we created branded entertainment on TV against core message 'Happy New Year families, from Oreo ', and activated it in digital and mobile. To own it in a big way, we worked with three of the leading family focused TV networks and China’s largest online platform – Tencent. Phase 1 – Build anticipation one month before the show. 10 Million fans registered on Oreo social page (even more than Nike!) and parents were encouraged to share best wishes for 2013. Lucky families were invited to join New Year’s Eve count-down. Phase 2 – Own the family night. On December 31 from 7:30pm to 12:30am, the 5 hour gala event was unmistakably Oreo by design and by theme. We created stage acts and celebrity performances focused on bringing families together. A mobile lucky-draw created live participation from 150K TV viewers.

Strategy
Oreo has expanded sales distribution fast in China, and communication has focused on supporting new product launches. This has resulted in vagueness of brand values and a lack of understanding about Oreo’s role in snacking occasions. Lower cost biscuits begun to erode Oreo’s base. Our mission was to make the Oreo brand known as the most loved biscuit for Chinese mums. China is on a fast track to modernization, mums and everyone in her family are busy with work or studies in pursuit of a brighter future. The downside is less time together. We wanted Oreo to own an occasion which promotes family bonding, bringing the brand into a key snacking moment and ultimately be known as a familiar part of the household.Must-watch family TV shows represent an ideal window of opportunity and are also snacking occasions. The biggest is New Year’s Eve entertainment which we decided to own.