'Play Together' with OREO creates moments of connection in China
Yun Ge
Campaign details
Brand owner: Mondelēz ChinaLead agency: Carat ChinaContributing agency: Isobar China and Posterscope ChinaBrand: OREOCountry: ChinaIndustry Bread, cake, biscuitsChannels used: Earned media, buzz, Internet - general, Mobile and apps, Outdoor, out-of-home, Packaging and design, Social mediaMedia budget: 5 - 10 million
Executive summary
Oreo worked with China's biggest social and mobile platform, WeChat, to create 'Emojies', animated digital templates that allowed people to play with their own face and the face of...