MOODIES AWARDS 2023
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SALES BOOSTING OMNICHANNEL STRATEGY
EXTRAORDINARY DIGITAL LAUNCH CAMPAIGN
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 Results
- Sales units for OREO Café and the confectionery category went up +287% versus the previous day. Leading to a 72% total sales increase within only 24 hours.
The seamless cross-channel integration created a tangible buzz and connected with passengers, ultimately converting them to customers.
INTRODUCTION
GOING BEYOND THE BITE
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.
FOOTFALL
(MORE SHOPPERS)
(MORE SHOPPERS)
SPEND PER PASSENGER
(MORE SPEND)
(MORE SPEND)
CONVERSION
TO CUSTOMERS
(MORE OFTEN)
(MORE OFTEN)
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.
UNDERSTANDING THE CUSTOMER JOURNEY
F&B IS THE FUTURE
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.
F&B has demonstrated
the highest spend growth both pre- and post-COVID.
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.
BESPOKE CONSUMER EXPERIENCE
BEFORE THE JOURNEY: RAISING AWARENESS
- A social media campaign driven through Doha airport’s social media platforms and the OREO brand accounts
- Qatar Airways onboard in-flight video campaign
UPON ARRIVAL: IMPOSSIBLE TO MISS
- Digital screens direct travelers to the café
- OREO Day digital campaign ran across 800 screens in the airport
UPON ARRIVAL: IMPOSSIBLE TO MISS
- Shareable experience through various Instagram-worthy touchpoints
- OREO Creations Bar offers bespoke OREO waffles, prepared in front of the café customers. The element of theatre adds to shareability.
- The oversized OREO chair, situated in the middle of the café, has become a popular attraction for the departing and transit PAX
- The extravagant desserts made with OREO are available in travel exclusive packaging.
- Cadbury and Milka chocolate with OREO pieces are also available for purchase.
Social Media Campaign:
Qatar Duty Free
Social Media Campaign: Oreo Arabia
Qatar Airways in-flight video campaign
CAPTURING GEN Z
EXPERIENCE AS AN IDENTITY
- OREO’s signature colors – electric blue, white and black
- Classic American diner style
- Dedicated cookie design elements across the café
- Delicious white frosting seats
- Giant OREO ceiling fixtures
- Oversized OREO throne
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All of which make the eatery highly Instagrammable.
Travelers are encouraged to take photos via various touchpoints with many of these images finding their way online accompanied with OREO and Doha hashtags.