The marketing campaign of the OREO Café serves as a case study, showing how digital innovation facilitates the delivery of bespoke consumer experiences through an omnichannel strategy. Through this, Mondelez World Travel Retail (WTR) and partners ensured that they connected with the consumer at every stage of their journey, delighting travelers from start to finish.
Across every digital platform, the launch campaign exceeded expectations in both reach and engagement.
Building on the excitement of the social media campaign, on March 6th, in collaboration with Hamad International Airport (HIA) and Qatar Duty Free (QDF), we ran a full-scale digital airport takeover in celebration of OREO Day across more than 800 screens.
The seamless cross-channel integration created a tangible buzz and connected with passengers, ultimately converting them to customers.
As the category leader, Mondelez WTR has the unique capability to expand confectionery’s footprint beyond retail.
We have put ourselves a strategic priority to engage travelers across multiple channels using the power of super-brands, leveraging partnerships with stakeholders, and aiming for the top-class execution.
All of that has a purpose to improve footfall, grow conversion, and drive spend, especially among the new generation of travelers.
In a quaternity with Qatar Airways, Qatar Duty Free, and Hamad International Airport, the OREO Café opened a world of opportunities to elevate the confectionery category experience.
By 2025 the Millennials and Gen Z will account for more than ½ of international PAX traffic. These age groups are very unengaged shoppers: 33% of Gen Z claim complete lack of interest in shopping and hence don’t visit the stores. They perceive confectionery as static, dull, and irrelevant.
56% of travelers chose F&B as their preferred activity at airports.
With these facts in mind, Mondelez WTR has positioned the OREO Café in the center of the omni-channel campaign, reviving the relevance of the category and engaging with the least excited airport passengers before, during and after their trip.