Lays Promo, Case study RADIO NETWORKS AS CAMPAIGN MANAGERS by Mindshare Mumbai

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Director Sunny Vohra, Prerna Trehan
Released May 2010

Credits & Description

Category: Best Use of Audio
Advertiser: PEPSICO
Product/Service: LAY'S
Date of First Appearance: May 15 2010
Entrant Company: MINDSHARE, Gurgaon, INDIA
Client Leader Partner: Manish Aggarwal (MINDSHARE)
Director of Exchange: Siddhartha Sharma (MINDSHARE)
Director: Sunny Vohra (MINDSHARE)
Director: Prerna Trehan (MINDSHARE)
Exchange Executive: Rahul Lobo (MINDSHARE)
Exchange Partner: Kiran Konsam (MINDSHARE)
Executive: Preeti Singh (MINDSHARE)
Business Planning Director: Averill Sequeira (MINDSHARE)
Executive Vice President: Ruchira Jaitly (PEPSICO)
Senior Brand Manager: Rahul Talwar (PEPSICO)
Sales Manager: Shweta Chandan (RED FM)
Director of Invention: Rituraj Kapoor (MINDSHARE)
Senior Brand Manager: Rahul Talwar (PEPSICO)
Senior Manager: Manjul (RADIO CITY)
Sales manager: Siddharth Parihar (BIG FM)
Sales head-north: Saurabh Sehgal (RADIO ONE)
Media placement: Radio - Radio One - 15th May’2010
Media placement: Radio - Radio City - 15th May’2010
Media placement: Radio - Big FM - 15th May’2010
Media placement: Radio - Red FM - 15th May’2010

Insights, Strategy & the Idea
In the fiercely competitive Salty Snacks market in India where even a 1% change in purchase frequency can bring miracles to the business, how do you grow LAY'S TOM and Innovator status (drivers of purchase frequency) while holding on to its Lovemark status.

During its repositioning research with Millenials; the youth (18-24) of India LAY'S got an enthusiastic response on the “Inspired by You” concept- the idea of empowering youth & giving them a platform to voice their opinions on everything under the sun.

Insight 1: I want to share my ideas with the world but I wonder if my ideas are valued.

Insight 2: Consumer in control: ‘my expression of myself can make me rich and famous’

LAY'S created for the first time in India ‘National Dialogical Elections of India’ on radio where each Flavour was symbolic of one candidate contesting in national elections and India voting for the winning flavour.

Creative Execution
Seeking depth and building on a communication concept, we partnered with 4 Radio Networks to become the “Campaign Managers” for the 4 flavour candidates.

Stations promoted flavour candidates simulating elements otherwise visible during national elections for large democracies like India and China.

The 4 stations rallied with respective candidates across 16 cities to aggressively promote their participation in elections.

Introduction & Nominations: 4 stations simultaneously aired the press conference and announcement of the 4 candidates they were supporting in the upcoming elections.

Campaigning: Each of the 4 stations went bonkers in supporting their candidates with Flavour Anthems, appeals for votes round the clock, election rallies across 16 cities, opinion polls with youth consumers generated slogans all driving participation in the elections.

The biggest brands in India choose 1-2 radio stations for campaigns with a reach of 25-50% but LAY'S managed to reach 85-90% of its audience with 4 stations.

Results and Effectiveness
• 2% points increase in Purchase Frequency versus target of 1, meaning 900 Tons of volumes behind 4 new flavours alone.

• 1 Million flavour ideas received from radio, of total 1.35 Million.

• 4.2 Million votes casted during the elections.

• 11 points increase in “Innovator international brand” for LAY'S.

• 12 points increase in Top of Mind, despite being the No.1 TOM brand.

• 111% Volume Growth versus planned behind 4 new flavours only.

• 12.5% increase in Revenues vs. YAGO.

• 8 Million U.S. Dollars worth of buzz created across media.