Carat Italy and Oreo/Mondelez Take Home an Effie Award
A huge congratulations to our Carat Italy team who achieved a Bronze Award for their brilliant work, “Amici di Oreo”, for client Oreo/Mondelez International at the Effie Awards Italy 2023.
The awards ceremony for the 5th Edition of the Effie Awards Italy took place in Milan, an initiative promoted by UNA (United Communication Companies) and UPA, which brought together the main investors in advertising communication in Italy. Holding a prominent position in the global media awards landscape, the Effie Awards are a global symbol of achievement. Dentsu Italy walked away with 7 awards with Carat Italy winning Bronze in the ‘Branded Content & Branded Integration Partnership’ category. Such a prestigious award highlights Carat Italy’s outstanding performance and dynamic content strategy.
Oreos Brand Challenges in Italy
Despite Oreo being the most famous biscuit in the world, it still hadn’t been fully accepted by the Italian market. Only being introduced in 2015, Oreo had to compete against competitors such as Nutella. The challenge lay in authentically entering the hearts of Italian consumers by hitting purchasing managers and young people.
Oreo “Amici di Oreo” (“Oreo’s Friends”) Branded Integration Partnership
In response to this challenge, Carat Italy, alongside dentsu Creative Italy, succeeded with a 9-month sponsorship of ‘Amici’, the most famous TV talent show in Italy. This sponsorship enabled brand visibility during Italy prime-time television and promoted Oreo’s playfulness with branded challenges among the contestants. Carat Italy also utilised social media with an exceptional brand ambassador, who was a previous winner of “Amici”. Creating content with the contestants and extra content for Oreo’s social media enhanced brand visibility amongst younger people. Points of sale were reached through the development of two limited edition Oreos with a competition driving consumers to purchase. Carat Italy went above and beyond through the creation of an original soundtrack which used sounds of consumption as it’s “muse”.
The Award-Winning Campaign Results
The amazing results achieved by the team include +8.8M social amplification from TV sponsorship, +40.5M impressions from influencer marketing campaign, +33% Value Sales and 68% 18-30-year-olds feeling close to Oreo. Innovative ideas, meaningful connections and tangible results is what makes “Amici di Oreo” an award-winning piece of work.
Carat Italy’s success is a testament to their ability to connect people and brands to create powerful and engaging media experiences. This work was a result of effective collaboration between Carat Italy, dentsu Creative Italy, our partners, and the client.
When speaking to the team, they empathised the collaboration between Carat Italy and dentsu Creative Italy whose commitment to this project and fantastic ideas elevated this work to award-winning status. Therefore, the Carat Italy team would like to thank the hard-work and dedication they experienced from dentsu Creative Italy.
The collaborative and innovative spirit of the Carat Italy team is truly inspiring and something we can all aspire to – congratulations Carat Italy!
If you would like to learn more about our campaign have a look at the case studies below, available in both English and Italian.
Watch our Case Study in Italian here.
Explore our Oreo Amici Case Study in English here.