Doritos Promo, Case study WAY OF LOVE by OMD Istanbul

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WAY OF LOVE

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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 Screens
Advertiser: FRITO LAY
Product/Service: DORITOS
Date of First Appearance: Feb 1 2011
Entrant Company: OMD TURKEY, Istanbul, TURKEY
Account Planning Director: Yesim Yavuz (OMD)
Ass.Account Planning Director: Uygar Akpinar (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 - Star TV - 14 February 2011
Media placement: TV Campaing- 1 Special Spot - KanalD, Star TV - 1-13 February 2011

Insights, Strategy & the Idea
DORITOS is an iconic, brand leader in the chips category, with inspirational campaigns for youth.

At DORITOS’ latest campaign, the theme was “love”, with “love is sweet” and “love is bitter” flavours, the products were also “heart shaped”. The promotion message was “send the unique code, win one Aston Martin”, a car that you would fall in love with.

With the key words at our minds, “DORITOS”, “love”, “Aston Martin”, we decided to concentrate the campaign on TV. (Turkish people watch TV 4.5 hours/day, and top programmes are Turkish serials).

We made an agreement with youth’s top Turkish serial to translate our key words to youth’s TV language.

DORITOS: Love campaign, two flavours, Aston Martin

Love: Çet, main actor character of highest affinity Turkish youth serial. Çet is a rich, sexy, clever guy, his professionalism is “love games”

Aston Martin: Cet’s love for Doritos and Aston Martin.

Creative Execution
We made a media content agreement with Turkey’s highest affinity youth serial, “Küçük Sırlar- Little Secrets”.

A special TV spot with Cet was produced; Çet ate DORITOS, drove Aston Martin and invited youth to our campaign. The spot was aired at TV attached to the serial’s episode trailer between 1-13 February 2010, creating hype for the Valentine’s Day episode.

At Valentine’s Day, Küçük sırlar’s episode was written on “love” theme. Characters discussed whether love is sweet or bitter, eating DORITOS! Cet saw Aston Martin, he dreamed about owning the car.

We empowered our communication with our campaign spots at “one spot only- special position” and also “during the serial, 8 seconds, bottom of the screen ads” .So that we were the major advertiser, as if DORITOS sponsored the serial.

DORITOS owned the “love theme” at the official “youth- love serial” at the official screen of Turkey, on TV.

Results and Effectiveness
During the campaign total chips category volume increased by 20%, brand leader DORITOS lead this increase, DORITOS’ volume increased by 21%.

More than 350,000 codes were sent for Aston Martin, highest score for a dream prize car campaign in Turkey. Codes were equally distributed between two flavours, proving that we had managed to emphasize on both flavours.

With Küçük Sırlar serial, instead of being “another advertiser at ad breaks”, DORITOS positioned its campaign as the “story itself” utilising the most famous youth characters of Turkey.

Total cost of the project was equal to 1 week TV ad break advertisement.