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2022 One Show - Branded Entertainment

Oreo Stuf Scan

Agency VMLY&R Commerce / New York

Client Mondelez / Oreo

Category

Craft / Use of Technology

Annual ID

OS22_BE099M

About the Work

Due to the pandemic, cookie consumption experienced a surge in 2020 and resulted in $5.7B in sales. Sandwich cookies saw the most growth with $2B in sales and 34% share. However, as of April 2021, total cookie sales at Target had declined by -18% since the height of the pandemic in April 2020. Sales saw an even greater decline online at -30%.2 Mondelēz International needed to figure out a creative way to reach light OREO shoppers to grow both sales and household penetration. The most popular colorway in the shoe world For years big shoe brands and sneakerheads have been using Oreo to describe the black colorway on shoes, without partnership. So we turned every "oreo" sneaker into a digital coupon for real Oreo Cookies. OREO STUF SCAN The activation leveraged innovative mobile technology to help drive online (primarily) and in-store sales (secondarily). 55% of Gen Z use their smartphone for 5 or more hours daily, and more than a quarter are glued to their mobile devices for 10+ hours. Young Target Guests (18-34), are 71% more likely than the average shopper to plan their shopping trip online (61% of group) They’re also 125% more likely to refer to the internet while shopping in-store (40%), looking for deals or reviews of products they’re considering.

2022 Awards

Total Points: 3

Merit

Credits

Agency

VMLY&R Commerce / New York

Music / Sound Production Company

Sonido Antro / Miami

Chief Technology Officer

Ivan Mayes

Executive Creative Director

Chad Ingram

Illustrator

Romulo Pinheiro

Account Executive

Lauren Blass
Tony Brost
Yue Yu

Global Chief Creative Officer

Manuel Borde

Project Manager

Vanessa Cirillo

Account Lead

Annette Fonte

Associate Director, Project Management

Thomas Mercurio

Director I.T.

Michael May

Motion Graphic Designer & Editor

Lucas Pimenta

Music director

Lucas Duque

Music producer & composer

Mateus Latge

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