Dr. Oetker Baking App
Dr. August Oetker Nahrungsmittel KG
Issue 43 | June 2017
Agency
BBDO Düsseldorf GmbH
Creative Team
Chief Creative Officers: Wolfgang Schneider (BBDO Group), Darren Richardson (BBDO Düsseldorf) Creative Managing Director, Executive Creative Director: Kristoffer Heilemann Creative Director, Director: Andy Wyeth Creative Director: Veikko Hille Digital Art Director (Concept & User Experience Design): Luis Branco Senior Digital Art Director (Art Direction & User Interface): Jan Peisert Copywriter: Katharina Röhl Screen Design: Ann-Catrin Bloemer, Rosario Brancato, Julia Kinast
Production Team
Production Company (Video Loops): CraftWork – a brand of ad agencyservices GmbH Post Production Company (Video Loops): CraftWork – a brand of ad agencyservices GmbH Chief Production Officer: Steffen Gentis (BBDO Group) Agency Producers: Michael Koch (CraftWork), Niklas Lemburg (CraftWork) Director, Director of Photography: Steffen Gentis Editor (Video Loops): Juhn Kim, Niklas Lemburg Editor: Franz Schuier Producer Post Production: Franz Schuier, Lukas Schmuecker Software Development Company: Proximity Technology, Duesseldorf Technical Director: Christian Stenger (BBDO), Tim Straeter (Proximity Technology) Business Partner: Michael Helmke (Proximity Technology) Software Development Team: Christoph Hirtz, Andreas Otten, Tobias Baltrusch
Date
November 2016
Background
Dr. Oetker is the number one baking brand in Germany, where they've been making recipes with their products for over 125 years. These days, traditional recipe books are being replaced by mobile devices in the kitchen. But with many more mobile devices helping us to bake, the problem is their screens don't go particularly well with working hands covered in flour, egg, butter and chocolate etc. The aim was to use technology to solve this problem and by doing so associate the traditional brand of Dr. Oetker with innovation once again.
Idea
The first baking app with touchless gesture control, to keep hands free for baking and screens free from mess.
Results
Feedback for the app has been very positive with over 90% of ratings being 5 stars. The Backen App became the most popular baking app in Germany during the Christmas period and helped reinfuse the traditional brand of Dr. Oetker with innovation once again.