Lays Sensations: "LAY'S SENSATIONS" Promo / PR Ad by BBDO Russia

Category: Best Use of Branded Content
Advertiser: FRITO-LAY MANUFACTURING
Product/Service: LAY'S SENSATIONS CHIPS
Agency: BBDO RUSSIA
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: BBDO RUSSIA, Moscow, RUSSIA
Entry URL: http://foto.mail.ru/catalog/lays.html
Media Group Head: Mariya Vitkalova (BBDO Russia)
Head of Digital Buying: Evgeniya Lysenko (BBDO Russia)
Media placement: Internet - Internet - 19Oct 2009

Results and Effectiveness
Results: The Project reached over 1 million users vs. 250,000 planned. 134,153 participants made the contest the most successful on Mail.ru portal. With support on others portals (Vkontakte, Odnoklassniki, Woman, Passion, Kleo) – total reach equals 6.5 million users. Brand awareness (TV, Print, OOH and Internet) grew up to 63% (Millward Brawn, Dec 2009). The Client was satisfied with the project and decided to continue Internet support for the brand without heavy use of TV.

Creative Execution
Solution: We took the leading portal in Russia – mail.ru (42% Reach and 235 Affinity) and designed a special project – a photo contest. Non-standard projects allow building a dialogue with the consumer. The photo contest was supported with huge banner placement on mail.ru sections as well and other relevant portals. We were the first in Russia to use innovative decisions for placement. Mechanics: The contest was named ‘Be a Queen’. Women were uploading their beautiful pictures to compete for the title of the Queen. The photo contest and frames of participants’ pictures were branded by Lay’s Sensations. Every week the Client chose one winner among TOP 10 pictures chosen by users. Each winner got the special sticker. After 6 weeks, 6 winners got a special private portrait session. At the end the Client chose one Queen and users choose the other one – main winners of the contest, who got the diadem and the necklace.

Insights, Strategy & the Idea
Brief: To build perception of the new premium product - Lay’s Sensations to woman audience, supporting the new brand image and to let women indulge in the delicate taste of the new Lay’s Sensations and feel as a Queen during their ‘me’ moments. Our TA was not teenagers who are driven impulse consumption, but women with high income for regular occasions. Insight: Nowadays a woman leads an active way of life: she works, meets different people, and looks after her kids. Sometimes she’d like to be alone and care about herself only. She pampers herself with some special things. Lay’s Sensations is a proper brand for every woman during these moments. Idea: We used the territory of feelings to build the brand image because 41% women aged 25-45 consider feelings to be the most important things in their lives. (M'Index 2009 Q1 – Russia). Internet is a proper channel for this task. And the most popular Internet activity is sharing photos and videos with friends.