THE BRAND RELATIONSHIP:
FROM ’CASUAL ACQUAINTANCE’ TO ’BEST FRIENDS’
The Key Behaviour – Get indulgent snackers to choose Golden Oreo, newly launched in the UK, when they want a treat.
The Key Barrier – Biscuits are no longer people’s first choice for a treat.
The Key Comparison – Those little things that unexpectedly remind you of your childhood and throwing off your adult cares – a swing, a skipping rope or a football.
The Creative Idea – We created giant rainbow slides across the UK to transform busy staircases on people’s daily commute into joyful experiences, with the further reward of Golden Oreo biscuits at the end.
The Results – In all 1,862 commuters chose to slide down rather than take the stairs over our four days. That was more than one slide every minute, with people queuing to take part during the morning and lunchtime rushes.
We gave out more than 55,000 biscuits and earned over a million social media posts and 396 pieces of editorial coverage. In all, the campaign reached 47 million people, to a value of over £620,000, a better than 6:1 return on the investment.