2011 Winners & Shortlists

Brief Explanation

Challenge - transform the product reality of new Doritos Collisions (2-flavours-1) into an engaging communication concept. Research told us music would be essential in connecting with Saudi Youth – particularly Arabic Rock and Rock. We turned the battle of flavors inside the packs into a musical face-off between ‘The Jammers’ and ‘The Mixers’ outside – through video/interactive content, hosted on a Collisions microsite. All supported by TV, social media and on-ground. 800,000 microsite visits (4mins ave-interaction). 450 tons of Collisions sold in first month, 84% more than initial targets. 7.2% share of the salty-snacks market gained (120% higher than targeted).