This week, OREO launches its winning campaign from this year’s JCDecaux / Bravo ‘Fame – The Agency Edition’ initiative. Running from 21st October to 4th November, the campaign will see the first Irish use of Draftfcb’s award winning global OREO ‘Daily Twist’ creative which will be showcased in €150,000 worth of outdoor media space sponsored by CIÉ.
In April, JCDecaux Ireland announced that PHD had won €150,000 worth of CIÉ outdoor media space for Mondelēz Ireland brand OREO in addition to station innovation courtesy of Eclipse Media and a one day station sampling event courtesy of Mixtape Marketing.
Tony O’Flanagan, Marketing Director JCDecaux said “we worked closely with PHD and OREO to deliver an innovative out of home campaign across multiple outdoor formats and environments, ensuring OREO could engage with their target audience at key times in the customer journey”.
The global ‘Daily Twist’ creative was developed to mark 100 years of the OREO brand and saw 100 daily news stories last year given a playful OREO twist through an online campaign. Inspired by this creative, the ‘Dublin Twist’ campaign by Draftfcb London will direct Dubliners to a series of events and locations around the city during the campaign.
Playing with scale, a series of images have been created using the iconic white OREO crème and the distinctive cookie exterior, with creative varying from wide shots of multiple cookies to macros of images shaped into the cookie crème. From locations such as the Hugh Lane Gallery and the Dublin writer’s museum to events during the campaign such as the international tattoo convention event and science week, each subject will be communicated in a uniquely OREO way.
Commenting about the campaign, Jonathan Ryan, Brand Manager for OREO said: “We were delighted to win ‘Fame – The Agency Edition’ and to showcase the personality of the OREO brand using best in class outdoor media and a uniquely Dublin twist on the iconic OREO creative.”
‘Fame – The Agency Edition’ was open to all media agencies operating in the Republic of Ireland and was aimed at clients who had not previously invested significantly in outdoor media. Following a competitive process with six agencies shortlisted, in April 2013 PHD was announced as the winner for its submission on behalf of Mondelēz Ireland brand OREO.
Speaking today Sarah Taylor from PHD said, “We were thrilled to be awarded with this phenomenal prize for OREO. This initiative has encouraged everyone involved to take a closer look at OOH as a medium. All the FAME partners have gone the extra mile to make this campaign happen so we are extremely privileged to be launching this campaign in Dublin”.
Fame – ‘The Agency Edition’ was a continuation of the hugely successful 2012 ‘Make Me Famous’ campaign, the winners of which – Paddy O’s Granola – went on to run an Out of Home campaign that increased awareness of its brand by half a million consumers.
All of the print for the campaign was supplied, free of charge, by Horizon Graphics. Figureheads has been commissioned to carry out in-depth pre and post research about the effectiveness of the campaign.