#OREOECLIPSE

IN ASSOCIATION WITH CASE STUDY

Client OreoAgency PHDCampaign date March 20, 2015Campaign elements translucent cover wrapMedium The Sun

Winner Campaign Magazine’s ‘Top Ten Press Ads 2015’, Marketing’s ‘New Thinking Awards 2015’, and Newsawards’ ‘2016 Print Innovation of the Year’

WEBPRINT TABLET

IN ASSOCIATION WITH

#OREOECLIPSE

“This was like a masterclass in collaboration rather than a conventional ‘media buy’. We needed to move quickly and decisively and that’s exactly what happened.”

IN ASSOCIATION WITH

Matt Sanders, managing partner, PHD

The Sun made the ideal partner to help Oreo eclipse the UK competition with the help of a campaign that won three prestigious advertising awards.

The Oreo brand has achieved an iconic status in the US, and trades on its playful image to great effect. For millions of American children and adults alike, ‘milk and cookies’ means dipping an Oreo in a tall glass of the white stuff. The biscuit brand wanted to bring that sense of fun to the UK in a ‘media first’ moment, and – as a similarly playful brand – The Sun made the ideal partner to help Oreo eclipse the competition.

THE IDEA Every 11 years there is a visible solar eclipse in the Northern Hemisphere, where the moon passes in front of the Sun. To celebrate this rare celestial event we proposed that Oreo – an iconic black circle – eclipse The Sun for the day.

THE EXECUTIONWe developed a translucent cover wrap around The Sun with black ink printed over to ‘eclipse’ the front and back pages. We accompanied this with fun and playful graphics befitting the Oreo brand in the inner translucent pages. More than 65 tons of trans-lucent paper was required to fully wrap the Sun for the day: reaching more than two million readers in print – a first for the newspaper and the biggest ever translucent cover print run.

THE RESULTSResearch showed uplifts in various criteria including brand awareness (+91 per cent) and consideration (+17 per cent)*.

But what about people who don’t read The Sun?

We estimate that 4.1 million people who are not Sun readers were potentially exposed to the cover wrap at newsstands.Combined with real-time digital outdoor executions, the total #OreoEclipse campaign was seen by 20 million people in one day. (Over 40 per cent of the total saw Oreo via the cover of The Sun)And it seems the campaign had an effect on them too:

- 25 per cent of the ‘exposed group’ remembered seeing the advertising

- 36 per cent uplift in spontaneous brand awareness for Oreos (v control) - 31 per cent uplift in those considering Oreos brand ‘relevant to me’ - 33 per cent uplift in those saying it made them want to buy Oreos

Oreos reported a sales uplift in March of 59 per cent – its biggest ever recorded sales figures.

CAMPAIGN STATISTICS

WERE POTENTIALLY EXPOSED TOTHE COVER WRAP AT NEWSSTANDS

59%SALES UPLIFT

IN MARCH. IT’S BIGGEST EVER RECORDED SALES FIGURES

20MPEOPLE

SAW THE TOTAL #OREOECLIPSECAMPAIGN IN ONE DAY

91%UPLIFT

IN VARIOUS CRITERIA INCLUDING BRAND AWARENESS