Aims develops Oreo interactive campaign
Dubai, May 27, 2012
Advanced Interactive Media Solutions (Aims) has announced that it has developed and deployed an interactive digital campaign for the 100th anniversary celebration of the best-selling sandwich cookie ‘Oreo’.
The four-week campaign, dubbed ‘100th Birthday of Oreo’, featured a customised kiosk shaped like a milk glass where children and parents could engage and interact with the brand.
Aims collaborated with Starcom MediaVest Group, one of the world’s largest brand communications and consumer contact organisations, for the campaign.
The company developed a concept for the campaign, featuring an interactive kiosk and engaging screen content to suit the occasion. It equipped the kiosk with back-to-back screens, showing video advertisements from Oreo, and a touchscreen that allowed guests to sign up for future email messaging to extend the brand interaction.
Upon the completion of registration, guests could use the touchscreen to choose the birthday photo themes they liked and take pictures that would be uploaded on the Oreo Facebook app.
An email with the picture is sent to each participant thanking them for taking part in the activity.
Aims also integrated a special audience measurement system into the campaign to evaluate its success and gather relevant information, including the total number of people who took part, the time they spent at the kiosk and their gender.
Ahmed El Ridi, CEO of Aims, said: “Oreo is one of the world’s most recognisable brands and it was therefore crucial to develop a campaign that offered a unique, meaningful customer experience that would complement the brand’s personality and the values it represents.”
“Aims incorporated a mix of social media functionalities, including Facebook-friendly applications that appealed to the campaign’s target audience. The campaign highlighted the important role of digital signage technology in delivering unrivalled flexibility and unlocking virtually infinite possibilities in today’s tech-savvy society.”
Jasmine Skrbo, senior media executive, Starcom MediaVest Group, said: “Aims provided the technical know-how and resources that made the ‘100th Birthday of Oreo’ a success. Digital signage enabled us to drive high audience engagement, lending greater leverage to control and manage the campaign’s content.”
The campaign ran across different malls in Saudi Arabia and the UAE. – TradeArabia News Service