ALAN by AMV BBDO London for Doritos

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ALAN

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency AMV BBDO London
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PEPSICO
Product/Service: DORITOS
Agency: ABBOTT MEAD VICKERS BBDO
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Entry URL: http://guitarhero.doritos.co.uk/
Media placement: TV 3MIN SPOT - TV - NOVEMBER 2009
Media placement: TV 30" X 3 SPOTS - TV - NOVEMBER 2009
Media placement: MAKE OVER WIDGET - DORITOS WEBSITE - NOVEMBER 2009
Media placement: SOCIAL MEDIA - N/A - NOVEMBER 2009
Media placement: TIE IN WITH SPOTIFY - N/A - NOVEMBER 2009

Describe the brief/objective of the direct campaign.
To launch a promotional tie-up for Doritos, Guitar Hero and Xbox. Consumers could win and XBO360/Guitar Hero package with special packs of Doritos. We created an epic, 4-minute rock promo to launch our latest campaign for Doritos: a promotional tie-up with Xbox and Guitar Hero. The campaign was fronted by a deluded, wannabe rock star character we created, 'Alan', whose life story is the subject of the centrepiece rock video.

Explain why the creative execution was relevant to the product or service.
The campaign's digital expression at doritos.co.uk, comprised of a variety of additional entertaining content, including a rock god makeover widget consumers can use to momentarily live the rock god dream. Online display, social media, PR, a tie-up with Spotify and viral seeding of the rock video were also used to amplify Alan's fame and drive people to doritos.co.uk to find out more. Location/Sale: The story was launched in a spectacular, three and a half minute TV spot and in 3 supporting 30'' cut-downs. A nationwide cinema campaign of the full 4'' edit additionally ran, driving awareness of the promotion that features on special packs of Doritos.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Alan's tale demonstrated the campaign's strategic proposition that Doritos and Guitar Hero can transform a night in with your friends (and Mum) and is narrated with the help of a full-length rock track we wrote and composed for the campaign. The story was launched in a spectacular, three and a half minute flagship TV spot and in 3 supporting 30'' cut-downs. A nationwide cinema campaign of the full 4'' edit additionally ran, driving awareness of the promotion that features on special packs of Doritos.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign's digital expression at doritos.co.uk, comprised of a variety of additional entertaining content, including a 'rock god makeover' widget consumers can use to momentarily live the rock god dream. Online display, social media, PR, a tie-up with Spotify and viral seeding of the rock video were also used to amplify Alan's fame and drive people to doritos.co.uk to find out more. Response Rate: The annual launch was a sell out. 350 annuals were sold.