Cannes Lions

OREO: PLAY TOGETHER

CARAT CHINA, Shanghai / MONDELEZ INTERNATIONAL / 2014

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Overview

Entries

Credits

Overview

Execution

We worked with China’s biggest mobile platform, WeChat, to create OREO ‘Emojies’, animated digital templates that allowed people to play 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.

To drive sales, we used redemption codes on-pack which unlocked extra Emojies.

We even turned bus stops into groundbreaking Oreo Play Zones, where people could use WeChat as a remote control to display their Emojies and print them as stickers. It took off, and now kids, parents, teens and everyone have lasting reminders of their fun moments of connection.

The Emojie craze spread like wildfire, even making it onto TV entertainment news after celebrities posted their personal OREO Emojies in social media.

It seems the whole of China wanted a bite of OREO Emojies.

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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