
0
first week total earned impressions
0
first week pageviews
0
first week registrations
Challenge
Within the bacon category, Oscar Mayer is the clear leader with the #1 share of equity. Oscar Mayer is the gold standard of bacon because it’s hand-selected, naturally sugar cured and hardwood smoked.
But copycats and imitators abound, stealing share because even bad bacon is still pretty good. This furthers the overriding category sentiment that bacon is bacon is bacon. Oscar Mayer needed to demonstrate their bacon’s superiority on an emotional, instinctual level. This was not a battle of the head, to be fought with functional benefits, but a battle of the heart to be won with an unconventional appeal.
We uncovered a tension in the category: people may love all bacon, but not all bacon is created equal. This tension led to a clear opportunity: show once and for all, and in an unforgettable way, that Oscar Mayer Bacon is the true gold standard.
Solution
The objective was to show the world that Oscar Mayer Bacon is the true gold standard of bacon. To achieve that, we leveraged a cultural moment beyond the bacon category, even beyond the food industry.
With all the heat around cryptocurrencies, we saw an opportunity to create a cryptocurrency backed by the only bacon worth its weight in gold. To drive consumer engagement connecting Oscar Mayer Bacon to bitcoin, we needed to tap into not just bacon lovers but financial media and cryptocurrency fanatics.
We created a dual PR and social program that leveraged a mobile-first microsite, relevant digital channels and media outreach to effectively reach these targets. By tapping into these highly engaged communities, we were able to target top-tier influencers and users engaged in bitcoin and technology conversations. Drafting off the fervour of these audiences, we were able to take the message mainstream.
Result
First Week Results
865m+ total earned impressions.
Over 130,000 pageviews.
Over 20,000 registrations.
New Visitors: 86%.
Time Spent on-site: 2:42.
Press Coverage
102 online articles.
91 media social posts.
5 broadcast clips.
96% of online articles have positive/neutral sentiment.
TV and Radio Common Broadcasting
Vodafone
Strategic design for digital customer care
Transforming digital customer interactions by designing a new customer portal for a major public utilities provider
Increasing engagement with digital banking
Erste Bank
Global digital consolidation and relaunch
MTU/Rolls-Royce Power Systems
Boosting efficiency using Design Sprint
Planorama
Merkle: Magpie a 100% AI-Driven Multi-Channel Marketing C...
Vigyél Haza Foundation - 1% Campaign
Golden Effie award in category „Social Purpose Campaigns”
BelVita bus stop branding for Mondelez
Unique OOH solution to demonstrate product benefit
IKEA - Interactive citylight
A uniqe solution to demonstrate IKEA’s environmentally friendly products
Granny Erzsi’s „bejgli” chatbot for Vénusz
„The best digital tool in 2018 in Hungary” (DMBP)
D&G Light Blue OOH campaign
In today’s rushing world OOH cannot catch everyone’s attention. Hence we go for that attention on mobile platform, too.
OMV - Infotainment videos
MaxxMotion Vlog of Gábor Wéber
Burger King – Home made skinned potato launch campaign
How do you introduce a „home made” food with a digital campaign for a fast food brand? By getting the support of a granny.
Provident Content Marketing Strategy
How to boost organic traffic to a financial services website with content marketing tools?
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.