2013 Winners & Shortlists


Entrant Company IMPACT BBDO Jeddah, SAUDI ARABIA
Advertising Agency IMPACT BBDO Jeddah, SAUDI ARABIA

The Campaign

With an increasing number of women looking to adopt a healthier lifestyle, Lay’s developed Lay’s Forno, an oven-baked potato chips with 60% less fat. Our challenge was clear. We needed to make health conscious women feel good about eating Potato chips, in light of the barriers they have with this category of snacks. We needed to translate the lightness of our product into something meaningful to our female consumers. Through our own bespoke research and that of BBC today, we found that women in KSA are going to great lengths to either participate or consume comedy. Moreover, in a society where females perceive themselves as housewives or mothers with tough daily chores, we needed to connect with them by inviting them to look at these moments differently. Therefore, our idea was to bring out women’s lighter side by putting a humorous spin on experiences related to their daily lives.

Success of the Campaign

Forno added incremental volume Market share of 2.4% while value share reached 3% out of PC category since launch (July 2012). A positive contribution to Lay’s brand health. ‘Brand I love’ rose by 5 point, ‘brand I trust’ increased by 8 points, ‘flavor appeal’ increased by 6 points & ‘Irresistibility’ went up by 4 points. The Average Engagement Rate (AER) on Facebook for Lay’s Arabia was 0.24%, against the industry benchmark of 0.11%. YouTube Views: 4,039,021 132,132 new users between Sep 24 and Dec 31 6,630,896 unique people saw Lay’s page posts and 30,709,207 impressions were gained on page posts Sources: CTS “Consumer Tracker Research” conducted by Millward Brown December 2012, Retail Audit Nielson December 2012, Facebook December 2012

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

We kicked off with a TVC that both introduced Lay’s Forno’s distinguishable oven-baked attribute, and its “better feel” effect. We then produced a series of short humorous videos featuring 2 characters acting out different sketches based on light-hearted themes. . The videos were integrated as liquid content in primetime female talk show ‘Kalam Nawaem’ on MBC1 in a dedicated segment where the 4 female hosts gave their own funny spin on the different topics. We then took it online on a special website filled with humorous content that was updated weekly. We also turned this into a forum where we consumers contributed with their own funny content. With Lay’s Forno, women felt lighter in every sense of the word!


Name Company Role
Severine Lusk Impact Bbdo Ltd Jeddah Account Manager
Samer Khansa Impact Bbdo Ltd Jeddah Senior Account Director
Carlos Amseyan Impact Bbdo Ltd Jeddah Creative Director
Anthony Azzi Impact Bbdo Ltd Jeddah Sr. Art Director
Faisal Shams Omd Uae Regional Director
Fadi Maktabi Omd Uae Director
Mohammad Mannaa Omd Uae Director
Wissam Chami Omd Uae Executive - Planning
Wassim Afzal Omd Uae Regional Digital Director
Mohammed Matheen Omd Uae Executive - Planning
Jose Abi Nassif Omd Uae Supervisor - Trading
Layal Takieddine Omd Uae Director- Fuse
Yasmin Al Naif Omd Uae Manager-Fuse
Khaled Akbik Omd Uae Manager - Social Media
Mohammad Anabtawi Omd Uae Executive - Social Media
Oussama Gholmieh Impact Proximity Gm
Rishna Patel Impact Proximity Senior Account Manager
Jad Ammouri Impact Proximity Account Manager
Richard Mcbeath Impact Proximity Group Digital Director
Barna Szoke Impact Proximity Art Director