Brand | PEPSICO |
Product/Service | LAY'S |
Entrant | IMPACT BBDO Jeddah, SAUDI ARABIA |
Entrant Company
|
IMPACT BBDO Jeddah, SAUDI ARABIA
|
Advertising Agency
|
IMPACT BBDO Jeddah, SAUDI ARABIA
|
Media Agency
|
OMD Dubai, UNITED ARAB EMIRATES
|
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!
Credits
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 |