DORITOS FAMILY by OMD Istanbul for Doritos

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DORITOS FAMILY

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market Turkey
Agency OMD Istanbul
Released February 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: FRITO LAY
Product/Service: DORITOS
Date of First Appearance: Apr 6 2010
Entrant Company: OMD TURKEY, Istanbul, TURKEY
Account Planning Director: Yesim Yavuz İpek (OMD)
Ass.Account Planning Director: Uygar Akpinar Davutoglu (OMD)
Senior Account Executive: Gizem Geven (OMD)
Account Executive: Ezgi Ozer (OMD)
Media Buying Manager: Bernev Tanta (OMD)
Media Buyer: Sahir Özahishali (OMD)
TV Planning Director: Hüseyin Kaya (OMD)
Outdoor Manager: Aziz Kul (OMD)
Digital Director: Oya Ones Yasayan (OMD)
Press Buyer: Duygu Simsek (OMD)
Marketing Director: Alpagut Cilingir (PepsiCo Frito Lay)
Brand Manager: Gizem Oral (PepsiCo Frito Lay)
Media Director: Selin Bugay (PepsiCo)
Media placement: TV / 1 Full Episode Of TV Serial Scenerio Integration - KanalD - 06 April 2010

Insights, Strategy & the Idea
DORITOS is by far the market leader with its three legendary tastes.

At its latest campaign DORITOS decided that its 4th flavour would be the “choice of Turkey”, target group was briefed as “Turkish people, Turkish families”, very wide target group, hard task!

With Turkish families, TV is the major entertainment source, we watch TV 4.5 hours/day and we love to watch Turkish Serials!

Every weekday night, 5 major channels have Turkish serials, each one at least 90 minutes; half of the population is watching these serials.

Our campaign had multiple steps, collecting new flavour ideas, selection of three finalist ideas, finalist products on shelves, and then collecting votes to select the ultimate winner. The campaign itself was like a story getting more exciting at every phase.

We decided to tell this story to Turkish families in their favourite moments of entertainment, in a Turkish serial.

Creative Execution
We made a media content agreement with one of the top 10 prime time Turkish serial, a family comedy serial “Geniş Aile- Crowded family”.

Even the name of the serial clearly tells how we hit the target group at the heart.

One full episode’s (90 minutes) scenario was written based upon DORITOS campaign. The two rival characters invented their own flavour ideas with their families, applied to our campaign, became finalists, collected votes for their flavours, and dreamed to win our campaign prize!

It was the first time in Turkish TV history that a full episode of a top serial was totally based upon and inspired by a media campaign.

We empowered our campaign communication by “one spot only- special position” at the beginning of all ad breaks so that we were the major advertiser, as if DORITOS sponsored the serial.

Results and Effectiveness
“Geniş Aile” with DORITOS scenario, had 26.42% viewing share, ¼ of Turkey watched our serial.

100,000 flavour ideas, 250,000 votes were collected; ½ from youth target group, ½ from other age groups, as it was the task itself!

During our campaign, DORITOS’ volume increased by %10.

Major KPI’s; TOM score +3,“fun, popular” +5 points, “has nice flavours” score increased by +10.

This project became a major milestone in DORITOS’ communication with Turkish families, and total cost was less than one week of TV advertising.