The touching initiative was conceptualised by Interface communications and encouraged people to write to their dads and tell them how much they mean to them
BestMediaInfo Bureau | Delhi | July 5, 2012
On the occasion of Fatherâs Day, Oreo presented an initiative, âDear Dadâ, to encourage people to express their feelings for their fathers through heartfelt letters. The âDear Dadâ initiative was conceptualised to make Fatherâs Day memorable and an extraordinary celebration.
The initiative was launched with a series of press ads by using actual letters written by children of different age groups, which culminated into an innovative full-page ad that carried a blank page with the words âDear Dadâ on it. This was to encourage people to pen down their feelings for their fathers.
The print campaign was reinforced by radio and several Oreo letterboxes were placed in various corporate offices and shopping malls across the country that provided an opportunity for children to play games with their dads and relive an essential part of their childhood. Children were encouraged to recall the most amazing adventures with their dads, while grown-ups shared the greatest lessons in life they learnt from their fathers. Team-based games were also played where the various challenges tested the strength of the bond between the participating father-and-child duos. A Facebook letter-writing app was also developed with customised templates to ensure a unique and personal experience.
Oreo also hosted a collective writing session that consumers attended to write letters to their dads.
Print Ad by Oreo:
Chandramouli Venkatesan, Director â Snacking & Strategy, Cadbury India, said, âWith Oreo, our constant endeavour is to promote family togetherness. The âDear Dadâ initiative was developed to encourage father-child bonding on the special occasion of Fatherâs Day.â
Interface Communications conceptualised the âDear Dadâ campaign. Â Robby Mathew, National Creative Director, Interface Communications, said, âWith Dear Dad, the idea was to connect with people at a very emotional level, in a way that is persuasive without being loud or using hard-sell. This initiative also brings back the concept of writing letters, which is both beautiful and has a more personal touch than other forms of communication. â