Press Play to Win
OREO
Issue 60 | September 2021
Agency
Digitas UK
Creative Team
Executive Creative Director: Lazaros Nikiforidis Creative team: Dani Brown, Alex Wood, Mimi Chan, Ruhdraigh McGarth
Production Team
Project Director: Chetan Jain Delivery Manager: Febin Philipose Senior Associate, Project Manager: Nikhil Roy Graduate, Delivery Manager: Avinash Gond Associate Technical Director: Faizaan Shaikh Associate Director, Interface Developer: Gajendra Singh Lead, Interface Developer: Pravin Vaichal Senior Associate, Interface Developer: Aslam Shikalgar Associate, Interface Developer: Arati Adelkar Lead, Application Developer: Joshul Sharma Lead, Technical Quality Assurance: Shivanand Satose Lead, Quality Assurance: Priyank Soni, Mehul Mehta Director, Data Analyst: Nandan Aurangabadkar Lead, Data Analyst: Shreyansh Jain Senior Associate, Data Analyst: Vidhya Sanas Lead Business Analyst: Lorian Madanes Lead Test Engineer: Edward McDonald Lead Cloud Engineer: Steve Townsend, Stephen Harris Data & Security Director: Richard Underwood Architecture Director: Francis Wilkinson Head of Technology: Lloyd Tuckey
Other Credits
Strategy Partner: James Whatley Business Director: Alex Stewart Business Director: Jackie Bee Account Manager: Lou Fox Account Executive: Nat Conway Project Manager: Ian Kaye
Date
August 2021
Background
OREO, the cookie that sparks playful connections, is launching their latest activation for the brand’s ‘Stay Playful’ proposition. Led by Digitas UK, ‘Press Play to Win’ uses a connected packaging experience integrated with digital and AI activations.
Idea
Digitas UK leads on the latest OREO activation that taps into millennial mixtape nostalgia and the joy of sharing music The work broke in August in the UK, Ireland and the Nordics – Denmark, Sweden, Finland and Norway. The activation ran to the end of September in the Nordic markets, whilst media activity in the UK and Ireland was live until the end of October.
With every OREO pack bought in-store, consumers were able to use AI technology to scan the OREO logo on pack - giving them direct access to a digital experience that includes sharing online ‘mixtapes’ with friends, and the chance to win an OREO cookie-filled replica cassette player or music prizes including headphones, speakers and a festival experience worth up to £2000.
The aim of this activation was to play on the nostalgia surrounding mixtapes for millennials, and bring some playful, tasty yet analogue fun to music sharing in the digital world. The work is inspired by the idea that letting go to music is the ultimate expression of universal playfulness. And there is no greater expression of playful music sharing than the crafting of a mixtape: from the hand-picked songs to the dedications and the stickers, the process of making a mixtape and sharing it with a loved one is personal and fun. The creative idea came from Digitas’ creative department, and the website was built by Digitas’ technology arm. Lazaros Nikiforidis, Executive Creative Director at Digitas comments: “We’ve created a connected experience that spans the physical and the digital, tapping into millennial nostalgia with seamless technology and an engaging experience. There is no greater expression of playful music sharing than the crafting of a mixtape: from the hand-picked songs to the dedications and the stickers, the process of making a mixtape and sharing it with a loved one is personal for millennials. We’re true believers that experience-led executions like this can drive engagement and emotional attachment, allowing us to reach audiences in exciting new ways.” Rafael Espesani, Senior Brand Manager, OREO UK & Ireland at Mondelez International, comments: “We are so happy to bring the ‘Press Play to Win’ activation to life across the UK and the Nordics. Pressing play on a mixtape has been part of culture for as long as we can all remember, and bringing that bang up to date in a playful way that is relevant for consumers – and, of course, OREO – is just great.”