Human Claw Machine by J. Walter Thompson Taipei for Lays

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Human Claw Machine

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Industry Confectionery & snacks, Chips
Media Case study
Market Taiwan
Agency J. Walter Thompson Taipei
Creative Director Tc Chen
Art Director Krista Hsieh
Copywriter Miki Chang
Released April 2015

Awards

Spikes Asia, 2015
Promo & Activation Product & Service: Fast Moving Consumer Goods Bronze Spike

Credits & Description

Client: PEPSICO FOODS TAIWAN CO.
Product: LAY'S
Product/Service: LAY'S
Advertising Agency: J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI
Creative Director: TC Chen (JWT Taiwan)
Chief Creative Officer: I-Fei Chang (JWT Taiwan)
Ecd: Rich Shiue (JWT Taiwan)
Art Director: Krista Hsieh (JWT Taiwan)
ASSOCIATE ART DIRECTOR: Arc Chou (JWT Taiwan)
Copywriter: Miki Chang (JWT Taiwan)
Business Director: Jimmy Chu (JWT Taiwan)
Business Director: Kevin Yeh (JWT Taiwan)
Account Executive: Edward Lin (JWT Taiwan)
Account Director: Jessica Hsieh (JWT Taiwan)
Brief Explanation
Taiwan people can't resist delicious food if they see many others desiring it so much. Lay's proved their extreme irresistiblity to show they are the most desirable chips in Taiwan, and that gained amazing frequency and loyalty of use.
Describe the brief from the client:
How did Lay's prove they are the most desirable chips in Taiwan? The method is to challenge Taiwanese's nature of shyness. To let people desire Lay's so much that they don't mind to lose face.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Over 5,000 Lay's were clawed away in Taiwan, but 341,000 likes and 398,000 shares were made all over the world. Sales grew up 30%. Last but not least, over 18,109,000 views on the internet broke the record of non-media-buying campaign in Taiwan.
Explain why the method of promotion was most relevant to the product or service:
Lay's presented 'The Human Claw Machine!' Many people are mad about claw machines in Taiwan. Therefore, Lay's invited a champion to start discussion on social network that caused people to share crazy idea to claw more Lay's from the machine.