OREO BUNGEE DUNKING by DraftFCB Manila for Kraft

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OREO BUNGEE DUNKING

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Industry Baking, Cakes & Desserts, Biscuits
Media Promo & PR
Market Philippines
Agency DraftFCB Manila
Creative Group Head Jhett Baroma
Executive Creative Director Sydney Samodio
Creative Director Val Santos
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: KRAFT
Product/Service: BISCUIT
Agency: DRAFTFCB PHILIPPINES
Date of First Appearance: Nov 22 2009 12:00AM
Entrant Company: DRAFTFCB PHILIPPINES, Manila, THE PHILIPPINES
Executive Creative Director: Sydney Samodio (DraftFCB Philippines)
Creative Director: Val Santos (DraftFCB Philippines)
Creative Group Head: Jhett Baroma (DraftFCB Philippines)
Associate Art Director: Karen Vinalay (DraftFCB Philippines)
Vice President Client Service Director: Jenny Wieneke (DraftFCB Philippines)
Group Account Supervisor: Hazel De Ocampo (DraftFCB Philippines)
Account Manager: Madz Rausa (DraftFCB Philippines)
Event Manager: (Banana3)
Media placement: Electronic Billboard - Alphaland Tower - Nov 14, 2009
Media placement: E-Vites - Email & Social Networking Sites Such As Facebook And Multiply - Nov 14, 2009
Media placement: Press Releases - Philippine Daily Inquirer, Manila Bulletin, Philippine Star, Manila Standard, Ma - Nov 20, 2009
Media placement: Flyers - Sampling At Event Venue - Nov 21, 2009
Media placement: TV News Coverage (Post-Event Airing) - Star Talk (GMA Network TV Show), Umagang Kay Ganda (ABS-CBN Network TV Show) - Nov 28, 2009

Describe the objective of the promotion.
The activity sprung from a challenge to create awareness and trial for the new Oreo 2-piece Snack Pack. Said promotion should also be aligned with the the product's Twist Lick and Dunk (TLD) equity.

Describe how the promotion developed from concept to implementation
The Oreo Bungee Dunking project was conceived as a response to Kraft Foods Philippines’ 1 Million Peso (US$22,000) challenge, which was to create a unique activity for Oreo given a limited budget. After developing several options, both agency and client agreed that the Bungee Dunking concept captured the brand’s spirit of playful bonding while capitalising on the strength of its Twist, Lick & Dunk (TLD) equity – giving a new twist to a classic ritual. Ayala Town Centre, one of the biggest shopping complexes in Metro Manila, was selected as a venue due to its popularity with the target market.

Describe the success of the promotion with both client and consumer including some quantifiable results
Moms & kids happily lined up from morning till night daily just to have a go at experiencing getting dunked like an Oreo! Overall feedback from the mall crowd & the mall management was to replicate the event so that more people could participate. The successful activity created such a buzz that the regional client plans to adapt the activity in various countries. Tracking results: Oreo is more affordable +16pp a pleasure to give to kids +16pp Ideal for bonding +11pp Goes well with milk +4pp Sales: 38% increase (vs same period last year)

Explain why the method of promotion was most relevant to the product or service
Since Oreo was about bonding moments, the team went through game concepts where parent and child would be able to spend time and have fun together. The magic of the tandem of milk & cookie, parent & child only came to the fore with the Bungee Dunking event. Not only did the activity provide a bonding opportunity, it drove home the equity of TLD as the kids and parents themselves experienced being dunked. The thematic tie-in was sealed, Oreo Snack Packs were sold and our target consumers were elated.