Brand | PEPSICO |
Product/Service | DORITOS |
Entrant | OMD Dubai, UNITED ARAB EMIRATES |
Category | Use of Social or Community |
Advertising Agency
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
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Media Agency
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OMD Dubai, UNITED ARAB EMIRATES
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Entrant Company
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OMD Dubai, UNITED ARAB EMIRATES
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Creative Execution
We introduced "El Myago" through memes showcasing his boldness across Doritos' social media platforms. It caught on, with young men creating their own versions.
We partnered with famous YouTube comedy network, "Sa7i" for a skit to rile our story up: Ibrahim Saleh, the host, receives a call and got trashed by "El Myago". He quickly responded by asking viewers to share their boldest videos on the Doritos microsite to out-bold the Mexican.
We reinforced this with bold challenges fans could perform. People could also vote for the best video, and the winner declared as the boldest man in the region.
With such a huge rally of boldness “El Myago” was defeated. He hardly had the time to pack and walk away but surely left behind an engagement campaign that changed the face of Doritos forever.
Results:
- 3.3 million YouTube views (YouTube Analytics 2014).
- 3500 twitter mentions of the bold story (Sysomos 2014)
- 27 million people reached by Facebook posts
- Over 64,000 interactions on Facebook (Facebook Insights 2014).
- 500 video submissions (a very high participation for a region)
Doritos, the laid-back tortilla brand had nothing interesting to say besides crashing on couches and talking about late night snacking. This needed to change. Our challenge was to unleash the re-engineered Doritos brand purpose ”Ignite You” on the brand’s social assets by introducing its new bold persona to its young 15 to 25 audience.
Because young male fans value toughness among Arab men, we offered them the opportunity to challenge a very bold antagonist- a character we created- from Mexico: "El Myago".
The core idea that governed our Doritos repositioning campaign on social media was “Out-bold the boldest man”. This was the premise of a story we brought to life to engage with our audience.
Credits
Nawar Akawi |
OMD MENA |
Social Media Executive |
Noha El Khatib |
OMD MENA |
Social Media Senior Executive |
Nagham Akileh |
OMD MENA |
Social Media Associate Director |
Khaled Akbik |
OMD MENA |
Social Media Associate Director |
Farah Mehdi |
OMD MENA |
Social Media Manager |
Jalal Jassoma |
OMD MENA |
Digital Planning Manager |
Dara Maher |
OMD MENA |
Senior Director Digital |
Mohamed Youssef |
OMD MENA |
Senior Digital Media Planner |
Karim Samy |
OMD MENA |
Digital Director |
Fadi Maktabi |
OMD MENA |
Senior Director |
Faisal Shams |
OMD MENA |
Business Unit Director |
Jad Ammouri |
Impact BBDO Group |
Digital Account Director |
Bassam Ayass |
Impact BBDO Group |
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Links
Entry URL
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