Cannes Lions

OREO: PLAY TOGETHER!

CARAT CHINA, Shanghai / MONDELEZ INTERNATIONAL / 2014

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Overview

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Credits

Overview

Execution

We delivered a mobile-centric integrated experience. We worked with China’s biggest mobile platform, WeChat, to create OREO ‘Emojies’, animated digital templates that allowed people to customize with their own face and the face of someone they care about.

The Emojies made an instant moment of fun when they were created and shared in social conversations. On-pack redemption codes unlocked extra content and drove sales.

We built groundbreaking OOH, where people could use WeChat as a remote control to display their Emojies and print them as stickers to keep.

The Emojie craze spread like wildfire, even hitting celebrities and TV shows.

Outcome

Results have been staggering, with over 25 million Emojies generated in the first 5 weeks alone.

3 million were shared with friends and family directly from WeChat.

Perhaps even more impressive, were the 1.7 billion impressions made across all the leading social networks, including WeChat and Weibo.

But the bottom line is an incredible sales growth of up to 50%, and 330,000 on-pack code redemptions worth US$1 million in sales.

Proof that China’s appetite for those childlike moments of connection was insatiable.

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