Campaign supported brand exposure during in-mall activations in key locations across KSA and UAE
Advanced Interactive Media Solutions (AIMS), SCALA Middle East partner and the GCC market leader in digital signage solutions, has announced that it has developed and deployed an interactive digital campaign for the 100th anniversary celebration of the best-selling sandwich cookie “Oreo”. The four-week campaign, dubbed “100th Birthday of Oreo”, featured a customized kiosk shaped like a milk glass where children and parents could engage and interact with the brand. For this campaign AIMS collaborated with Starcom MediaVest Group, one of the world’s largest brand communications and consumer contact organizations.
AIMS developed a concept for the campaign, featuring an interactive kiosk and engaging screen content to suit the occasion. AIMS equipped the kiosk with back-to-back screens, showing video advertisements from Oreo, and a touchscreen that allowed guests to sign up for future email messaging to extend the brand interaction. Upon the completion of registration, guests could use the touchscreen to choose the birthday photo themes they liked and they could then take pictures that would be uploaded on the Oreo Facebook app. An email with the picture is sent to each participant thanking them for taking part in the activity. The campaign ran across different malls in KSA and the UAE.
AIMS also integrated a special Audience Measurement System into the campaign to evaluate its success and gather relevant information, including the total number of people who took part, the time they spent at the kiosk and their gender.
Ahmed ElRidi, CEO of AIMS, said: “Oreo is one of the world’s most recognizable brands and it was therefore crucial to develop a campaign that offered a unique, meaningful customer experience that would complement the brand’s personality and the values it represents. AIMS incorporated a mix of social media functionalities, including Facebook-friendly applications that appealed to the campaign’s target audience. The campaign highlighted the important role of digital signage technology in delivering unrivalled flexibility and unlocking virtually infinite possibilities in today’s tech-savvy society.”
Jasmine Skrbo, Senior Media Executive, Starcom MediaVest Group, said: “AIMS provided the technical know-how and resources that made the ‘100th Birthday of Oreo’ a momentous success. Digital signage enabled us to drive high audience engagement, lending greater leverage to control and manage the campaign’s content. We continue to partner with AIMS to develop more innovative and creative campaigns that complement our client’s marketing strategy in the region.”
AIMS integrates the power of content management solutions, internet, interactive displays, mobile applications and communication technologies to develop interactive digital signage solutions for the region. The company also uses advanced audience measurement solutions to maximise the ROI of each campaign and ensure optimum customer satisfaction.
Source: Advanced Interactive Media Solutions