Oreo translucent cover wrap
The Challenge: The client wanted an innovation to capitalise on the rare celestial event 'eclipsing the Sun'. Clearly we were in a unique position with this, however, we still very much needed to act in a collaborative and intelligent way to ensure that the idea worked for the client.
Within two weeks we had outlined a solution featuring an Oreo biscuit eclipsing the sun which was then amplified socially.
This was subsequently the UK’s biggest translucent print run with over 2 million press printed copies.
The eight translucent tabloid pages measures over 850 miles and is longer than the length of UK, from Land End to John O’Groats [approx. 830 miles]. Weighing 64 tonnes, the weight of approximately 21 million Oreo biscuits!
Copies were printed at the three News UK print sites at Broxbourne, Knowsley and Eurocentral and distributed to over 50 thousand retailers across England, Wales and Scotland on the day of the Solar eclipse - Friday 20th March 2015.
We achieved an innovative digital execution where all creative was built in-house for a first ever full-site and app takeover and the client felt the process “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.”
The Results: Top line
Potential 4.1 million extra readers
The coverwrap reached everyone who visited the newsstand that day
Increased Brand Awareness
Spontaneous brand awareness increased by 96% (those exposed 11% vs not exposed 22%)
Recommendation increased by 33% (those exposed 44% vs. not exposed 33%)
77% of Sun+ member (online readers) remember seeing the print advertsing
Source: ABC Circulation Figures 2015/Differentology 2015