DORITOS' ROOM by +castro, BBDO Buenos Aires for Doritos

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DORITOS' ROOM

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market Argentina
Agency +castro
Agency BBDO Buenos Aires
Executive Creative Director Coco Olivera, Mike Usandivaras, Rodrigo Grau, Ramiro Rodriguez Cohen
Art Director Bruno Futuro Acanfora
Copywriter Ariel Pablo Abramovici
Producer Luli Dragan
Released July 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: PEPSICO ALIMENTOS
Product/Service: DORITOS TORTILLA CHIPS
Agency: BBDO ARGENTINA
Agency: +CASTRO
Date of First Appearance: Jul 10 2009 12:00AM
Entrant Company: BBDO ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.chuerta.com/awards/doritosroom/
Executive Creative Director: Ramiro Rodríguez Cohen (BBDO Argentina)
Executive Creative Director: Rodrigo Grau (BBDO Argentina)
Interactive Creative Director: Fernando Barbella (BBDO Argentina)
#1: Nicolas Pimentel (Castro)
#2: Pedro Saleh (Castro)
Account Executive: Alejandro Gowland (BBDO Argentina)
Producer: Luli Dragan (BBDO Argentina)
Copywriter: Ariel Abramovici (BBDO Argentina)
Art Director: Bruno Acanfora (BBDO Argentina)
Media placement: Digital- Website (With 360° Interactive Video) - Www.doritos.com.ar - 15/07/2009
Media placement: Doritos Room - JJ Hotel - 15/07/2009

Results and Effectiveness
Over 100 couples have actually visited the room in person. Over 1,500 visits to the interactive room in the website. The Rolling Stone magazine considered it in its Top 5 of the month.

Creative Execution
Making it to a motel on the first date is a great start. But it’s truly successful only if you deliver a great performance. That’s why we created an actual Doritos’ room in the famous JJ Motel in Buenos Aires. We set up the room to help the lovers to make it to the second round (humorous stickers, sexy customs, tips, etc.). To visit the room you only needed a Doritos packaging and a free pass downloaded from doritos.com.ar We created a digital version of the room at Doritos’ website (360°) where you could check it out.

Insights, Strategy & the Idea
Objectives: -Surprise the target in an unexpected place in a unique and edgy way. -Reinforcing Doritos’ positioning as irreverent and as a partner in crime.