2016 Winners & Shortlists

Brief Explanation

To launch Lay’s Max Xtra into the market and establish a differentiated positioning against our male target by making the product an emotional partner in all male hangouts time (Shella). This builds on the brand’s physical attributes being extra ridged and intense flavored. We conducted a study against males in GCC which revealed that men both single and married, now spend less time with their friends (work load, responsibilities, etc).Given these results, our mission was clear; To remind shellas of what it meant to spend time with each other, going back to a stress-free mode of fun with friends.

Results and Effectiveness

Using insights and exposure across digital, social, two TV programs and on ground we created a truly 360 integrated campaign that drove return to our client and owned the bro moment occasion. Due to popularity of the campaign, we received 32mins vs agreed 8mins integrations on Driven show on MBC. Lay’s shella campaign artwork & new packs were displayed on ground in ActionHa (though they only accept brand name and not campaign). Secured 812x3 secs branding in ActionHa pre & post event promos across MBC platforms. 6,000 attendees at Lay’s lounge in ActionHa event. Total added media value: USD 813,000.

Creative Execution

The idea was born out of the need to engage and test the “bro bonds” and this gave way to the concept “Bring back the Shella”. The execution consisted of three phases: 1. Recruiting the shellas: YouTuber Bader Saleh visited local male hangouts places and recruited the best shellas. 2. Clash of the Shellas event: Where the recruited shellas competed in team games. The winning shella was taken to the ActionHa event. 3. ActionHa event: We had a dedicated space to Lay’s, where we have placed a customized truck inviting the shellas to come in and spend fun times together.

Insights, Strategy and the Idea

Our target audience was males aged 20 to 25 who are starting a new stage in their life with work and family, who enjoy spending fun times with their shellas, and most importantly enjoy having a manly meal together. So aside from TV ads, X-factor presence and social media launch tailor made to their preferences, we decided to host an event where shellas can compete and restore the spirit of their brotherhood. We also decided to be present in the action packed Actionha event which gathers over 20,000 young males having a special section to interact with the fans.