2011 Winners & Shortlists

The Campaign

Our task was to announce the arrival of new Doritos Collisions – an innovative salty snack featuring two flavours in one pack. With these two flavours essentially competing against each other to win over taste buds, the challenge was transforming this product reality into an engaging communication concept. Research told us that music played a big role in shaping the lives of Saudi Youth, especially Arabic Rock and Rock, the most popular genres. Therefore, the idea was to turn the battle of flavours inside the packs into a musical face-off between Rock and Rap outside.

Success of the Campaign

Association of Doritos ‘as a teen brand’ up from 19% to 48%. 800,000 microsite visits, with an average of 4mins interaction. 23,000 Facebook fans with over 5,000 video plays. 22,000 Netlog fans with 13,000 skins downloaded. 450 tons of Collisions sold in the first four weeks, 84% more than initial targets. Youth trial of Doritos reached 51%, 13% higher than previous product launches. Doritos gained a 7.2% share of the salty snacks market (120% than targeted).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

After numerous auditions, two talented Saudi acts were recruited from the Rock and Rap genres to become ‘The Jammers’ (Rock) and ‘The Mixers’ (Rap). The bands then recorded six music videos and the battle was born. A Collisions microsite was the main hub of the campaign, with online banners and TV used to drive traffic and votes for The Jammers and Mixers. Content on the site also included forums, band profiles, downloads and competitions. Videos were then extended beyond the site to run on specialised TV music channels and even played out during entire ad breaks (a media-first). Facebook and Netlog fan-pages were also used to create dialogue and spread content. Finally, support was given on-ground with a music tour bus, product sampling and special voting stands in youth hang-outs.