Oreo’s Real-Time Marketing Campaign from UK Wins The Best of Global Digital Marketing Awards in September
European digital marketing research firm Best Marketing International monitors almost 300 digital award competitions Worldwide. Each month we handpick our personal TOP 3 amongst all the regional winners. It’s been nearly a year since the launch of BOD Awards. After seeing hundreds of award-winning campaigns, we were faced with a question: what makes a great campaign? It seems creativity and cool gimmicks is all it takes to grab a Gold Lion. We, on the other hand, see results as equally important. Our goal is to chase down fresh successful campaigns from all around the world and gather further information from all available sources.
September saw the start of a new award season. We were especially excited to scan through the latest Spikes Asia winners as this is the first glimpse into Cannes 2016 contenders. Despite the tough competition from the APAC region, PHD UK won the top spot for their clever real-time marketing campaign #oreoeclipse. Panama’s Tweeting Potholes came in second followed closely by New Zealand’s Pedigree Found app.
SEPTEMBER 2015 WINNERS:
First Place: Oreo’s #oreoeclipse by PHD (UK, M&M Global Awards 2015 winner)
Oreo is still in the process of winning over the hearts of biscuit-lovin’ Brits. With the help of PHD UK, Oreo set out to reach their audience in a relevant way. Suspecting that British weather might ruin the biggest solar eclipse the UK had seen for 16 years, the agency created its own Oreo Eclipse. Real-time digital outdoor sites re-created the eclipse by mirroring the exact timings and trajectory of the eclipse happening in the sky. Outdoor was supported by print and social media. In just one day, more than 20 million people saw the #oreoeclipse. The brand experienced a 59% rise in sales making March Oreo’s biggest ever sales month in the UK.
Why we love it:
Oreo has become notorious for their amazingly quick ability to respond to real-time meaningful events and topics. The Blackout Tweet, pride cookie – just to name a few. It’s good to see that they’re still following the same line. It’s definitely the brand’s recipe for success. #oreoeclipse was skilfully tailored for the UK public (as we all know the Brits are always complaining about their dreadful weather).
2nd Place: Medcom’s Tweeting Pothole by P4 Ogilvy&Mather (Panama, CLIO Awards 2015 winner)
Apparently, Panama’s roads are in an awful condition and the local authorities aren’t really bothered. A local news agency Telemetro sees Twitter as an important source of information for their news show. They decided to give their audience a direct chance to voice their complaints to the people responsible for the poor roads. Telemetro placed special devices inside the potholes of the most damaged streets of the city. A complaint is tweeted to the Department Of Public Works’ twitter account every time a car runs over the device. The tweets were featured in Telemetro’s news show, giving the initiative even more publicity. As a result, most critical cases were repaired within 24h and Telemetro established a firm connection to its audience.
Why we love it:
This topic is as old as the human kind. People have been complaining about the roads ever since the first wheel was invented. Thus, the choice of topic is head on. But along with the sophisticated technology and the emerging world of IoT, the means of complaining and pressuring authorities become more effective and creative. Telemetro integrated an ancient topic with the virtual world. In terms of engaging the audience, great choice of media!
3rd Place: Pedigree’s Pedigree Found by COLENSO BBDO AUCKLAND (New Zealand, Spikes Asia 2015 winner)
All dog owners are faced with the threat of loosing their pet. Pet food brand Pedigree wants to ease the lives of dogs and dog owners alike. Thus they created a real-time geo-targeting based app accompanied by mobile targeted ads via the Google Display Network. With just a click of a button the app instantly creates lost dog alert mobile ads geo-targeted to a pinpoint radius of 2.5km & personalized with the dogs information. The app has already been downloaded by 10% of all Auckland dog owners and twice as many people have visited the mobile web site to check for lost dogs in their area. 91% of people who downloaded the app went on to register their dogs’ details.
Why we love it:
Pedigree put their money where their mouth is and created a truly useful service. Many brands claim to ‘care’, but for many, this is just an empty promise. We also commend them for an innovative Google Ads tactic. Due to their noble message, these ads will undoubtedly stand out amongst the competition. In addition, Found is yet another good example of wise data usage.
These campaigns also made it to our September shortlist:
- IdeaBank’s Mobile ATM Machine (Poland)
- Coca-Cola’s Drinkable Advertising by Ogilvy New York (USA)
- Women’s Aid’s Look at Me by WCRS (UK)
- Master Kong’s ENDLESS LOVE SONG – THE REUNION OF NOODLES & SOUP by BBDO SHANGHAI (China)
- Melanoma Patients Australia’s Melanoma Likes Me by GPY&R BRISBANE (Australia)
- Tigerair’s Infrequent Flyers Club by MCCANN MELBOURNE (Australia)
- Canon’s Shine by LEO BURNETT SYDNEY (Australia)
Our team of experts: Hando Sinisalu (CEO of Best Marketing International, Estonia), Maarja Laasu and Ann Kruuk (Co-Authors of “BOGDM: The Storybook and The Storybook 2”)