The Moodies – Omnichannel Strategy
Best Omnichannel Strategy
Winner
Mondelēz World Travel Retail & Qatar Duty Free – Oreo Café
Mondelēz World Travel Retail (WTR) formed an alliance with Qatar Duty Free (QDF) to open travel retail’s first Oreo Café at Hamad International Airport. The 116sq m café soft launched in November 2022 and was the first Oreo Café to open outside the US.
The ‘classic American diner’ space features a blue, white and black colour palette with Oreo-themed furniture, a retail area and dynamic digital walls.
The Oreo Creations Bar is the centrepiece of the café where chefs prepare Oreo confectionery creations live, adding a spectacle element. Interactive touchpoints encourage travellers to take photos and share them online using Oreo and Doha hashtags. The café’s launch was supported by an online to offline (O2O) marketing campaign unveiled by Mondelēz WTR in quaternity with Qatar Airways, Qatar Duty Free and Hamad International Airport. This aimed to improve footfall, grow conversion, drive spend and elevate the confectionery category experience.
Prior to the launch, an inflight video aired onboard Qatar Airways during October 2022 which built excitement for the café’s impending inauguration. The confectionery leader also ran an ‘on-the-trail’ visibility programme to help drive traffic to the café. The partners ran a social media campaign that showcased Oreo Café offerings through playful visual assets. The campaign outperformed +506% over target, with Facebook and Instagram advertisements delivering 12.5 million impressions. Snapchat content recorded 6.6 million impressions while TikTok garnered 2.9 million – these platforms targeted Gen Z travellers and boosted user-generated content.
Building on the excitement of the social media campaign, in collaboration with Hamad International Airport and Qatar Duty Free, Mondelēz ran a full-scale digital airport takeover on 6 March in celebration of ‘Oreo Day’ across 800+ screens. As a result, sales units for Oreo Café and the broader confectionery category experienced a +287% surge compared to the previous day. This translated into an overall sales boost of +72% within a 24-hour timeframe.
Qatar Duty Free and Mondelēz World Travel Retail built excitement through an online campaign in advance of the big opening
Mondelēz WTR noted: “By 2025, Millennials and Gen Z will account for more than half of international passenger traffic. These age groups are very unengaged shoppers: 33% of Gen Z claim complete lack of interest in shopping and hence don’t visit stores. They perceive confectionery as static, dull and irrelevant.
“However, 56% of travellers chose food & beverages as their preferred activity at airports and the category has demonstrated the highest spend growth both pre- and post-COVID.”
Keeping these statistics in mind, Mondelēz WTR positioned Oreo Café in the centre of the omnichannel campaign, reviving the relevance of the category and engaging with the ‘least excited’ airport passengers before, during and after their trip.
The Oreo Café marketing campaign showcased how digital innovation facilitates the delivery of bespoke consumer experiences through an omnichannel strategy. The cross-channel integration created social media buzz and connected with passengers, ultimately converting them into customers. This campaign highlighted Mondelēz WTR’s capability as a category leader to extend confectionery beyond retail.
The branded taxis boosted campaign awareness among travellers
Highly Commended
Alipay+ & Coty Super Brand Day in Singapore
Coty Travel Retail Asia Pacific teamed up with The Shilla Duty Free and Changi Airport Group for the ‘Fly With Me’ multi-brand fragrance discovery pop-up at Changi Airport Terminal 1, which ran from 15 April to 24 May. Alongside the animation, the fragrance leader unveiled Alipay Super Brand Day in partnership with Alipay+, the global cross-border mobile payments and marketing solutions app operated by Ant group.
Alipay+ leveraged online platforms – including social mobile application RED, payment platforms AlipayCN and AlipayHK, online travel agencies Fliggy and Qunar and daily interest applications Youku and UC – to direct Mainland China travellers to Coty’s pop-up at Changi Airport. The offline campaign employed 200 co-branded taxis and in-store visibility at airports to enhance reach. On social media, the omnichannel strategy resulted in 20 million impressions and over 68,000 user engagements.
The Moodie Davitt eZine The Moodies 2023
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