2017 Winners & Shortlists

PASS A SMILE

Silver

Case Film

Presentation Image

Client/BrandLAY'S
Product/ServiceLAY'S POTATO CHIPS
EntrantBBDO PAKISTAN Lahore, PAKISTAN
Type of EntrySectors
CategoryFast Moving Consumer Goods
Idea Creation BBDO PAKISTAN Lahore, PAKISTAN
PR JBN JAWS Lahore, PAKISTAN
Additional Company GREY DENSITY Lahore, PAKISTAN

The Campaign

With political and economic uncertainty, skyrocketing cost of living, frequent power cuts and weakening law & order – the people of Pakistan had become increasingly frustrated and unhappy. As a result, they were smiling less. Something had to be done. So we introduced the Lay’s “Pass A Smile” campaign. Through a very clever and simple packaging design innovation, we converted Lay’s packets into interactive vehicles of happiness, turning the packs into bright and positive smiles. A clever design exercise of adding a beaming smile on the lower half of a face on the front of the pack automatically completed the consumer's face as they held up the bag. Lay’s invited everyone in Pakistan to pass a smile to others using their packaging as a media device.

Execution

The primary design touch point was the packaging itself, which was overhauled to include a dominant smile placed on the top half of the packet in such a way that a consumer would hold it against their face and thus complete the design. It was incredibly innovative in a marketplace that is often overcrowded with hundreds of brands, and the fight for standing out on the shelf is brutal. We worked with existing packaging guidelines and photographed 60 different smiles ranging from the very wide grins to the more demure smirks. The wardrobe choices and other color elements were carefully selected to mirror flavor hints, such as red for spicy. Our effective PR move was to involve celebrities, to whom we sent these packs. They automatically shared images of themselves interacting with the smiles on the pack.

“Pass A Smile” became the most successful campaign in the history of PepsiCo Pakistan. We had not only reversed slow growth, but managed to build tremendous amounts of valuable brand love. At the end of the 2-month campaign, we achieved a phenomenal 16% sales growth, 8% rise in Brand love, and a remarkable 13% rise in brand consideration, taking the top of mind share by a storm. A record 4.9 million entries were submitted in the promotion while #PassASmile became the longest trending hashtag in Pakistan's history. Not only had we become the No.1 brand on digital in Pakistan amongst relevant brands, but we had managed to sell an incredible 70 million+ packs sold in 2 months, a new record for Lay's. And all this for a budget that was significantly less than our competitor. Our biggest win, though, was that we had managed to make an entire nation smile.

The Situation

In order to not only reverse declining sales figures, but also to enhance brand love and build a more emotional relationship between our brand and the consumer, we developed a highly innovative idea around our packaging. We then used PR to further build reputation as somebody who makes a day more flavorful for the consumer.

The Strategy

Lay's manifesto urged the message of making the most of one's day. We felt nothing exemplified that better than getting people to smile. After designing the packaging, we launched with a TVC that portrayed our packs as the trigger to pass a smile to those who faced any challenging or irritating everyday life situation. Creative communication was integrated across mainstream, digital, PR and ambient channels through creative message delivery across each consumer touch-point. To further create an impact and influence for the campaign, we also leveraged celebrities to pass a smile to their followers, and then followed up with a clever front cover print campaign and the first ever interactive billboard in Pakistan on which people could share their smiles. In parallel, a 50 days ‘Lay’s Summer Smiles’ promotional leg was also crafted. We knew we were a big hit when people started generating memes based on our packaging.

Credits

Name Company Position
Ali Rez Impact BBDO Regional Creative Director
Assam Khalid BBDO Pakistan Strategic Planning Director / Creative Director
Faisal Durrani BBDO Pakistan General Manager
Hira Mohibullah BBDO Pakistan Associate Creative Director
David Redmond BBDO Pakistan Creative Director
Huma Mobin BBDO Pakistan Creative Manager
Aamna Rahim BBDO Pakistan Senior Creative Manager
Haroon Rashid BBDO Pakistan Senior Art Director
Idrees Hussain BBDO Pakistan Client Services
Atif Pasha BBDO Pakistan Production Manager
Feroz Qadri BBDO Pakistan Client Services
Mohammad Ejaz BBDO Pakistan Senior Production Manager
Tariq Khan BBDO Pakistan Junior Designer
Mostafa Hamza Impact BBDO Cairo ACD
Hussam Moro Impact BBDO Cairo ECD
Ali Rez Impact BBDO Creative Director