Doritos Promo, Case study THE HOTTEST UNIVERSITY IN TURKEY by OMD Istanbul

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

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PEPSICO
Product/Service: DORITOS FRITOS
Media Agency: OMD, Istanbul, TURKEY
Account Planning Director: Yesim Ipek (OMD)
Account Planning Director: Ecehan Ocal Ergullu (OMD)
Account Planning Manager: Ozlem Ozturk (OMD)
Account Planning Executive: Ezgi Ozer (OMD)
Media Buying Director: Bernev Tanta (OMD)
Media Buying Manager: Sahir Ozahishali (OMD)
Tv Planning Director: Huseyin Kaya (OMD)
Outdoor Director: Aziz Kul (OMD)
Digital Director: Tuncay Yavuz (OMD)
Digital Planning: Cihad Bayture (OMD)
Marketing Director: Alpagut Cilingir (Pepsico)
Marketing Services Manager: Selin Bugay (Pepsico)
Brand Manager: Pınar Sengun (Pepsico)
Media placement: TV Campaign - 13688 Spots - ATV, KanalD, Show TV, Star TV, Fox, Flash, STV, Kanal7,TNT, TV8, Digiturk Platform Channels, Etc. - 7 October 2011
Media placement: Outdoor Campaign - 3678 Units - Billboards, CLP, University CLP, Utility Poles, Walls - 9 October 2011
Media placement: Radio - National 1657 Spots - Alem, Best, Capital, Super, Viva, NO1, Pal, Power FM Group, Virgin Radio, Slow Turk - 7 October 2011
Media placement: Radio - Local 294 Spots - 19 Local Radio Stations In 7 Cities - 10 October 2011
Media placement: Guerilla (Photocopiers' Insert And Tablemats And Boards) - University Photocopies And University Canteens - 18 October 2011
Media placement: Online - 828 Mio Impression And 2.8 Mio Video Views - Netbook, Mynet, Medyanet, Dogus, ReklamZ, Facebook, Google, Nokta, Coolshark Networks - 19 September 2011

Insights, Strategy & the Idea
Doritos Fritos at its latest campaign opened the funniest, coolest, university of all time, “Doritos Academy” for social media.
Our very famous rector and funny teachers gave video lectures to students that would mean a lot in real-life, such as public relation lessons on how to attract opposite sex.
Our task was to make the Doritos Academy real, both offline and online.
Keeping social media and thus digital planning at the core of the media communication, multimedia was used to cover youth’s 24/7.
We dominated youth’s online world and also we were with them at their offline life, while they faced mass media and while they were at their official universities.

Creative Execution

Doritos Academy based upon sharing interactive content (funny academic lessons videos, student songs, celebrities, interactive quizes, etc.) with all possible online social media channels.
As the first step, online media was continuously dominated. All popular, high traffic websites were covered with display ads. Doritos Academy channels were opened at video websites. Facebook and Twitter were highly supported both with ads and of course with communication of academy itself. SEM was another strong, continuous tool.
As the second step, multimedia was utilised to drive more traffic to online platform. All high reach radio and TV stations were heavily used, securing high reach and frequency. Heavy outdoor usage was designed to cover major cities with outstanding executions.
For the third step, we filtrated deeper into daily lives of our core target group. University media plan was designed, covering the habitat of all major universities with rackets, posters at photocopy centres, cafeterias and dormitories.

Results and Effectiveness
Within six months, Doritos Academy Facebook page has more than 400,000 fans - students! , higher than half of the freshmen students in Turkey, making Doritos Academy the biggest university.

During the launch, Doritos’s volume increased by %29, and also uplifted the whole company volume, total Frito Lay grew by %12.