JAKARTA, INDONESIA – The simple idea that gets people to accept cookies and actually delivers real ones has been created by Publicis Groupe Indonesia. Today, consumers woke up to a surprise when they visited their favourite websites. A cookie, no not privacy cookies, but cookies from OREO!
For their 108th birthday, OREO decided to celebrate in a unique way, as the famous cookie brand sought out to make its world first batch of digital cookie. OREO wanted to give a playful twist on the most irritating cookies on the internet, by creating a cookie banner of their own, but instead of taking your precious personal information, consumers were actually given a free pack of OREO cookies to celebrate their birthday.
Created by Publicis Groupe Indonesia for Mondelez SEA, how it worked was; OREO took over everyday webpages and posted an ad that borrowed from the visual and linguistic style of privacy cookies to serve them a cheeky version of their own. Through strategic partnerships with various ecommerce across Asia, including LAZADA and BliBli, OREO ensured that this time, when consumers accepted a cookie, they would get a cookie in return, sent to their doorstep, on us! Almost as easy as eating the cookie itself…
Here’s what the ad looks like:
Nikhil Rao, Director Marketing, Biscuits – SEA for Mondelez said, “OREO is on a mission to make people stay playful even in the most mundane or serious situations . So on OREO’s birthday we thought we would bring fun to the world of ‘cookies’ by taking a stab at the cookie that really isn’t a cookie, at least not in our world”
Ali Shabaz, Chief Creative Officer, Publicis Groupe Indonesia said, “ OREO is the most loved cookie in the world. To celebrate OREO’s birthday we wanted to give everyone a taste of this delicious cookie. What better way than to replace an annoying cookie with one that brings joy?”
The campaign was live from 6Th March 2020 to the 8th March 2020 as a part of a 3 day birthday celebration for OREO’s 108th birthday.
CREDITS
Agency: Publicis Groupe Indonesia
Chief Creative Officer: Ali Shabaz
Creative team: Agung Nugraho, Joshua Tjandra and Ovita Pattari
Chief Strategy Officer: Shailesh Iyer
Account Planning: Bilal Abdulrachman
Account management: Anne Aryanti
Social Media: Martin Niens
