The One Show
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Category
Brand Partnerships
Annual ID
OS23_SM108M
About the Work
Task:
To bring more playfulness into the world and make gaming more fun for everyone, the world’s number one cookie*, OREO, and international gaming giant, Xbox, partnered to create an unmissable activation and unlock playfulness in real life.
Idea:
In 2023, OREO and Xbox brought the nostalgia around cheat codes back inviting consumers to create combinations with cookies. For the first time in Europe, OREO has launched 6 different embossments, inspired by the Xbox controller buttons, giving the cookies an innovative role and creating a gaming experience. From the iconic Xbox logo to the signature A, B, X, Y and arrow buttons, consumers were able to create cheat codes with the OREO Xbox Special Edition and unlock exclusive in-game content within the Xbox top-played games – Forza Horizon 5, Halo Infinite, Sea of Thieves.
Solution:
Fans were invited to visit the campaign website www.oreo.eu and scan the real cookies in order to find the right cheat codes and unlock our limited in-game content. By using machine learning for analyzing the cookies and a native web platform, we could achieve an average of 90% accuracy in detecting different cookie embossments, making the user experience flow super friendly and even easier for everyone to participate. The cheat cookies took the gaming community by storm with more than 12.9k mentions and 4 billion impressions in the first two weeks after the launch. The campaign had a very high engagement rate reaching 5.8%. So far, 150000 items were unlocked, and we are still counting. OREO Xbox Cheat Cookies. Making cookies part of pop culture – with a little cheating.
2023 Awards
Total Points: 3
Merit
Credits
Agency
SAATCHI & SAATCHI / Düsseldorf
Client Partner
Miguel Paz Chagoya
Production Company
Iconoclast
Post Production Company
Creep
Art Director
Cara Shikura
Marcelo Seguti
Ian Guimarães
Copywriter
Daniela Jeschkeit
Gabriel Lepesteur
Chief Creative Officer
Dennis May
Director
Dominic O’Riordan
Executive Creative Director
Christian Anhut
Jan Propach
Producer
Robert Sieg
Chief Executive Officer
Sabine Scheufler
Project Manager
Franziska Ift
Senior Account Director
Beatrix Imrei
Senior Art Director
Eduardo Macedo
A. Marketing Director Treat (Oreo & Choco bakery)
Chiara Missio
Accounting Manager
Dhaara Al Mazri
Assistant Partnerships Manager
Taya Harris
Base & Equity Manager Oreo
Jonathan Ryan
Chief Business Officer
Stephanie Rupp
COO & Partnerships Director
Bolu Akindoyin
Director of Global Partnerships & Social Impact, Xbox
Marcos Waltenberg
Group Account Director
Petra Aniot-Helt
Head of Project Management
Mara Linder
Head of Technology
Christoph Vieth
International Partnerships Lead, Xbox
Gordon Donald
Junior Brand Manager Oreo MEU
Agata Maciag
Key Account Manager
Marike Paulun
Monna Moser
Management of Development Operations
Laura Göbel
Managing Partner
Dr. Bernhard Müller
Production Account Manager
Agnes Hir
Senior Account Manager
Elvira Fernández Rueda
Senior Key-Account-Manager CRM & Marketing Services
Monna Rottman
Senior Partnerships Manager
Scott Zeall
Software Developer
Sascha Zantis
Sr. Marketing Director Bakery
Guillaume Brochen
User Experience Design
Johannes Mücke
UX/UI-Design
Florian Bredl
Web Developer
Bettina Mohr
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