Cannes Lions
DRAFTFCB PHILIPPINES, Manila / KRAFT / 2010
Overview
Entries
Credits
Execution
The Oreo Bungee Dunking project was conceived as a response to Kraft Foods Philippines’ 1 Million Peso (US$22,000) challenge, which was to create a unique activity for Oreo given a limited budget. After developing several options, both agency and client agreed that the Bungee Dunking concept captured the brand’s spirit of playful bonding while capitalising on the strength of its Twist, Lick & Dunk (TLD) equity – giving a new twist to a classic ritual. Ayala Town Centre, one of the biggest shopping complexes in Metro Manila, was selected as a venue due to its popularity with the target market.
Outcome
Moms & kids happily lined up from morning till night daily just to have a go at experiencing getting dunked like an Oreo! Overall feedback from the mall crowd & the mall management was to replicate the event so that more people could participate. The successful activity created such a buzz that the regional client plans to adapt the activity in various countries.
Tracking results:Oreo is more affordable +16ppa pleasure to give to kids +16ppIdeal for bonding +11ppGoes well with milk +4ppSales: 38% increase (vs same period last year)
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