oreo advertising campaign
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DESCRIPTIONAdvertising campaign and creatives based on research done in our Oreo case study and our suggested advertising strategy.
KATRINA OPEDA • TRAVIS BARKER • ELLY MROZEK • JAY VALLE • CHARLOTTE ALLEN
Males + Females 17 - 26Older High School Students
College Aged Students
Desires to be perceived asindependent, spontaneous, adventurous, free-spirited,etc.
SITUATIONApproaching or currently
facing major life decisions.
RELEVANT BRANDSPatagonia, Herschel Supply Co., Chiptole, Airbnb, Apple &Panera Bread
To implement a new advertising emphasis targeting millennials that helps position Oreo as a key player in achieving their idealistic lifestyles.
Millennials desire to portray themselves as independent, spontaneous and healthy. Successful brands such as Patagonia, Herschel Supply Co., and Panera Bread have focused their market-ing on selling lifestyles associated with their product rather than selling product bene�ts. This is achieved by heavily associating their product with the idealistic lifestyles of the target audi-ence through brand copy and a heavy emphasis on visual styles. With a product as ubiquitous as Oreo, it is important that our campaign focuses on how Oreo can help the target audience portray themselves as they desire.
BIG IDEAOur target audience can use an Oreo to help them make a decision in moments of indecision. A person can make a decision by separating the Oreo and choosing what to do based upon what side the cream is on. The idea helps the audience relate not only to a nostalgic pastime but also relates emotionally to the independence and freedom they are exploring at this point in their life. The decisions illustrated in this campaign will also portray lifestyles that the target audience wishes to achieve. This campaign resonates with the target audience by playing off of the nostalgic, independent, travel-oriented and cultured values that they are trying to embrace.
Job: 30 Second TVTitle: “Sleep In With Oreo”Slice of Life
ESTABLISHING SHOT IS A WOMAN IN BED, WAKING UP NEXT TO A PILE
OF BOOKS AND A PACK OF OREOS. NATURAL LIGHT FILLS THE ROOM.
CAMERA CUTS IN TO THE PILE OF BOOKS ON THE BED SIDE TABLE.
CAMERA CUTS AWAY TO THE ADJACENT PACK OF OREOS, THE
WOMAN PICKS ONE UP AND SPLITSIT TO MAKE HER DECISION.
CUT TO THE WOMAN SNUGGLING BACK INTO HER SHEETS, AND
RESETTING HER ALARM FOR LATER.
SFX: ALARM CLOCK SOUNDING, SOUNDS OF SHEETS RUSTLING, A SLEEPY YAWNFemale narration: Ugh. It’s too early.
SFX: A HEAVY SIGHFemale narration: It’s Saturday...maybe that can wait until later.
SFX: OREO PACKAGE OPENINGFemale narration: Oreo always knows. Cream on the left, I sleep. Cream on the right, I study.
SFX: SHEETS RUSTLING, CONTENTED SIGHFemale narration: When it comes to things like this, I’m with Oreo.
Radio Advertisement: With Oreo30 Second AdAd Type: Demonstration
SFX: BUSY DORM HALLWAY NOISE IN THE BACKGROUND
BOY: I’m experiencing the moment as we speak. You know, the moment when faced with a hard decision. Deciding between studying for a test or watching TV. When decisions are overwhelming, decide with Oreo. Just imagine an Oreo in your hand. Then you separate the Oreo. Right hand means watching TV. Left hand means studying for your test. And in all its glory, the creme is on the right side. Say good-bye to a long night of homework and say hello to your favorite TV marathon. And there you have it, decision with Oreo. It’s that simple. SFX: DORM ROOM DOOR CLOSES AND THE OPENING SONG TO A TV SHOW STARTS. DJ: Visit oreo.com to decide with Oreo.
PRINT ADT Y P E O F A D : S L I C E O F L I F E / D E M O N S T R A T I O N
Research by Scott McDonald at Conde Nast has proven that magazines are still extremely popular with the millennial audience if those magazines are within categories such as travel, beauty, and lifestyle/health. We plan to place magazine ads in National Geographic (travel), Elle (beauty) and GQ (lifestyle/health) for the “With Oreo” campaign. These magazine print ads work with the target audience because they utilize an Instagram-like visual that is extremely popular in millennial marketing, an intriguing headline and a speci�cally tailored verb for the magazine in which it is being placed.
Billboards placed on major highways will show the Oreo cookie split into two, being held by hands. The cream for the cookie has been replaced with the names of cities; one city name on the left cookie and the other city name on the right cookie. Placed on major highways near exits for two different large cities, these billboards will serve as creative way-�nding signs that show the driver that each lane leads to a different destination, much like how an Oreo cookie can also be a tool to reach two different destinations or decisions.
TV ADSOreo will create commercials that will run on YouTube Channels such as Jenna Marbles, JacksGap, Smosh, Prank vs. Prank, Zoella, The Fine Bros, Tyler Oakley and MissGlamorazzi. They will appear on Hulu TV series like Community, The Mindy Project, Brooklyn Nine Nine, Workaholics, It’s Always Sunny in Philadelphia and Quantico. They will also be shown on late night shows including The Tonight Show Starring Jimmy Fallon, Jimmy Kimmel Live!, Conan and primetime network TV channels like The CW, Fox, ABC Family, FX and MTV. These commercials will feature different situations in which millennial aged men and women make decisions by pulling apart an Oreo and choosing what to do based on what side of the Oreo the creme is on.
BILLBOARDSOreo billboard advertisements will showcase two different location destinations as seen on major highways exits towards major cities.
RADIORadio ads will be placed on select Spotify and Pandora stations and will depict common, daily decisions that millennials make by separating an Oreo and making a decision based on what side of the Oreo the creme is on.
MAGAZINE Magazine ads will be placed in publications such as GQ, Elle, National Geographic, People and Glamour while using a word associated with the personality of that magazine. “Party with Oreo”, Discover with Oreo”, etc.
HELP WITH OREOIn order to reach out to the rising generation in a positive and motivational gesture, we have developed a program called Help with Oreo. In this program, Oreo will carefully select several low-income high schools throughout the country and co-host service projects in conjunction with local shelters, YMCAs, Red Cross outposts, and other in-need nonpro�t organizations. In a special morning assembly held in each of the pre-selected schools, students will use their cell phones/electronic devices to access a specially created feature on Oreo.com to �nd their school, and digitally split an Oreo to �nd out which of the two coinciding on-site service projects they will take part in for that school day. The website’s special feature will provide an even 50/50 split of the school’s student body, so that both service projects are equally aided. Help with Oreo will allow these students to establish lasting connections with these organizations, and will also help students when they are seeking to �nd senior project service hours in order to graduate.
Oreo will print the “with Oreo” tagline/logo on the inside of the opening �ap on a certain number of Oreo packages. The speci�c packages with the logo will come with a code that can be redeemed online for a free package of Oreos. The number of “with Oreo” packages will be limited and come with an expiration date. This promotion will help promote and remind consumers of the Oreo tagline “with Oreo” while offering them a discount incentive to participate.
GO WITH OREO
Oreo will sponsor an event entitled “Go With Oreo” in which four different couples enter into a Snapchat competition to win a four day trip across the country. These couples will get the opportunity to travel to prominent cities in the United States while experiencing the lifestyle and landmarks of each city. Every decision, including where each couple ends up going, will be determined by pulling apart an Oreo. Each couple will be �lmed for the duration of their trip. The videos will then be posted as a series on YouTube. Highlights of the trip will also be featured on Snapchat.
Snapchat and Buzzfeed will participate in the “With Oreo” campaign by encouraging millennials to use these social outlets to express their desired lifestyle and either share/post a video or story.
Snapchat will create a �lter that millennials can use to share with their friends and family of the things they have done “With Oreo”. Millennials will send their “With Oreo” snapchats to team Oreo to be displayed in a “With Oreo” Snapchat story for people around the world to see. This custom “With Oreo” �lter will also play a part in who participates in the our “Go with Oreo“ event.
To continue to reach our millennial audience, Oreo will sponsor a 45 second video of the “7 things you can do with Oreo.” In this video, you will see 7 things you can choose to do “With Oreo”. These decision based scenarios include homework verses Net�ix, different places to travel, what to wear, where to eat with friends, what to do on a Friday night, or choosing how you want to get around. Individuals can watch the video, capture the idea for themselves and share it on social media.
7 Things You Can Do With OreoThe side with the creme is the side you go with.
Direct mail pieces will be sent to target audience members who are currently enrolled in one of the three most populated universities in each state. The mail piece will feature a square bi-fold card which resembles an over-sized Oreo cookie. On both sides of the exterior, the cookie will explain to the consumer that by opening the mailer, you can hypothetically twist open a cookie to either win a 50% off coupon, or free Oreos. The percentage of coupons that will be free will be below 5%. The remaining 95% will only be 50% off . The coupon will have an expiration date of two weeks after the original postmarked date.