HAPPY FARMER by BBDO Moscow for Lays

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HAPPY FARMER

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market Russia
Agency BBDO Moscow
Released December 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FRITO-LAY MANUFACTURING
Product/Service: LAY'S CHIPS
Agency: BBDO RUSSIA
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: BBDO RUSSIA, Moscow, RUSSIA
Entry URL: http://www.youtube.com/watch?v=YfLRcX0E6xo
Media Group Head: Mariya Vitkalova (BBDO Russia)
Head of Digital Media & Buying: Evgeniya Lysenko (BBDO Russia)
Media placement: Internet - Internet - 14Dec 2009

Results and Effectiveness
Result: Before the Lay’s campaign started, players had already uploaded about half a million factories, but after Lay’s factory introduction – the number of factories increased to 1,930,587. • 400 656 889 Lay’s chips packages produced • 205 452 712 trailers announcing new opportunities with Lay’s factory before the game • Buzz among visitors to different websites • The use of integration attributes in other contests by the game’s fans. We also obtained perfect cost: less than $0.0003 per contact while the average CPC is $2.

Creative Execution
Solution: Our TA visit at social networks most frequently. We considered all Russian social networks, their coverage and opportunities. The Website www.vkontakte.ru is extremely popular (65 million users - 72% of the whole Runet (Russian Internet) audience). We picked out the game ‘Happy Farmer’, which covers over 7.5 million players, 10% of the whole Runet and therefore tops the first position in online gaming. To the game we have added Lay’s factory where players could produce virtual chips. This way we headlined that Lay’s is a natural product and supported a complete line of flavours. Mechanics: In the game every player who bought Lay’s factory, could buy, sow necessary seeds and reap harvests to produce chips of a favourite kind. Produced chips could be sold for money and for game experience or given to friends. Moreover, it was profitable to build Lay’s factories because players could then raise their game rating.

Insights, Strategy & the Idea
Brief: To support the main Lay’s brand remaining within a limited budget in December 2009. Insight: December is known to be both a month of high TV ad activity and during the Christmas holidays period it is hardly possible to remain on TV within a limited budget. We researched into the TA’s behaviour and chose Internet to be our main tool as 44% the audience get online every day.