Twist my Song with OREO and Bausa

We are now responsible for the first time for the entire OREO campaign in Germany. We have created and launched the 'Twist My Song' campaign for Germany based on the global 'Trust The Twist' campaign. As the lead creative agency, we are also responsible for the PR, testimonial and influencer activities. For the concept and copywriting, we are being supported by PUK, for web design, by Fork, for production, by Bipolar Berlin, for media, by Spark Foundry and for social media, by r&r.

The average adult has to make 35,000 decisions every day - way too many! With the 'Trust the Twist' campaign, OREO is removing one decision for its customers and adding a little fun to their everyday lives. The idea: A simple twist of the iconic biscuit decides what happens next. In June, OREO launched an extensive collaboration with Bausa, one of Germany's most streamed rap artists. Using a variety of assets across all social media channels, the biscuit brand's 360-degree campaign encourages fans to spice up their lives with a twist. Under the slogan 'Twist my Song', Bausa is now calling on all OREO fans to remix his song. From country to rap and indie to classical, all fans need to do is to twist the biscuit - and get their own version of Bausa's hit "9 bis 9".

'Twist my Song' - consumer activation made easy

Bausa's song "9 bis 9" is on everyone's lips and is guaranteed to be a summer hit. OREO and the rap star are sure to appeal to a huge fan base. The social-first campaign is aimed at Gen Z, young families and anyone with an appetite for music who want more fun in their lives. From 31 July, OREO fans can remix the "9 bis 9" in eight different genres at twist.oreo.de : as a hard-hitting metal interpretation, an elegant classical rendition, a rousing stadium anthem or in relaxed jazz sounds - the twist decides and showcases the song from a completely new angle! With 'Twist my Song', OREO lovers can effortlessly and virtually 'twist' the biscuit, and the crucial question of whether the cream filling is on the right or the left is followed by an unexpected musical response.

"We've put together a campaign where Bausa – as the ideal spokesperson – gets consumers excited about the product," states Diether Kerner, Creative Director at fischerAppelt relations GmbH, who is in charge of the campaign in the German-speaking world. "From the point of sale to the unique 'Twist my Song' activation to the social media activities of the fans, we're reaching the large OREO target audience with matching content that encourages sharing and participation."