OREO Launch Campaign in Hungary

2016

In 2015 we had a big challenge to face from our client, Mondelez: We were launching the international love brand Oreo in Hungary, for which we had to meet great expectations from both client and our side.

HU
w 22% higher level than the pre-set objective The overall brand awareness reached 22% higher level than the pre-set objective.

Brief

The biggest challenge for Mondelez was to rapidly attract new consumers when launching flagship international brand, OREO without cannibalizing their current portfolio.

INSIGHT

We defined our target group based on their attitudes with the help of CCS (Consumer Connection System – Dentsu’s own consumer research), as the „child in everyone” is the key in the brand’s personality.

SOLUTION

The campaign was designed to build awareness rapidly and induce trial. The initial strong 4-week long communication (Including TV, OOH and Digital) was followed by a 5 months follow up continuity campaign to maximize penetration. Later on the main focus moved to social media, where we used native content to maintain interest in the brand.

w 22% higher level than the pre-set objective The overall brand awareness reached 22% higher level than the pre-set objective.
E by 7% overfulfilled target Household penetration exceeded the target by 7%
O brand's growth & category growth Oreo launch campaign has contributed not just to the brand's growth, but to the category and the overall Mondelez volume as well.
Gold

Gold

Effie Award in Launch Campaign Category 2016

+1 Other Award

Silver - Effie Award in Food/Drink Category (2016)

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