Doritos Promo, Case study TURKEY'S CHOICE by OMD Istanbul

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TURKEY'S CHOICE

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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 Integrated Media
Advertiser: FRITO LAY
Product/Service: DORITOS
Date of First Appearance: Mar 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 Frito Lay)
Media placement: TV / Programme Scenerio Integration - KanalD - 06 April 2010
Media placement: TV Campaign- 6 Spots - KanalD, Star, Kanal7,ATV, CNBC-E, MTV Turkey, PowerTurk,TNT, Dizimax - March 2010- Aug 2010
Media placement: Newspaper/ Advertorials, Half Cover, Interviews - Hurriyet - April - May 2010
Media placement: TV/ Talkshows Advertorials - KanalD - 14-15 May 2010
Media placement: Magazine / Advertorial - Blue Jean, Hey Girl - April- May 2010
Media placement: Internet - Mynet.com.tr, Msn.com.tr,ekolay.com.tr, Hurriyet.com.tr, Kanald.com.tr,blogcu.com - April- June 2010
Media placement: Outdoor/ Rackets, Megalights, Building Walls - Clear Channel,Stroer, Reklam2010 - April- Aug 2010

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

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

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. Campaign itself was like a story getting more exciting at every phase.

Putting the TV at the core of the communication, we utilized all mass media. Moreover apart from standard ad spaces, we delivered our campaign’s “story” as content to media.

We positioned our campaign’s each phase as “media content” and made Turkish consumers to follow our campaign continuously as if it was a “national election campaign”; “The choice of Turkey” follows the news at all major media channels!

Creative Execution
At the flavour idea collection phase, for fast awareness and high participation, all mass media was heavily used; TV spots, rich banners at popular websites, radio DJ talks, seeding at social media, high frequency outdoor networks.

At the second phase, we invited to Turkey to vote for three finalist products on the shelves.
While heavy TV campaign- with 3 flavours, three spots- was on air, we developed a “media partnership” with Turkey’s biggest media group to host our campaign as a “media content”.

We had one full episode of Turkish serial (90 minutes!) written based upon DORITOS campaign.
Talk show anchormen invited our finalist to their programmes. A very famous newspaper column writer became “media spokesperson” at the highest circulating newspaper, he made interviews with the winners, and write at his column about the campaign regularly. We used TV channels' and newspapers’ websites for our campaign advertorials and banners.

Results and Effectiveness
100,000 flavour ideas, 250,000 votes were collected; ½ from youth target group, ½ from other age groups. Also ½ from Istanbul, ½ from the rest of Turkey.

Results proved that we had reached “larger target groups, covering Turkey”, A first for DORITOS, as the brief task itself!

During our campaign, DORITOS volume increased by 10%.

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