WHICH LAY'S STAYS? by OMD Bangkok for Lays

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WHICH LAY'S STAYS?

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Industry Confectionery & snacks, Chips, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Thailand
Agency OMD Bangkok
Executive Creative Director Mr.suban Khow
Creative Director Mr.ariyawat Juntaratip, Mr.chanattapol Tiensri
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PEPSI-COLA (THAI) TRADING
Product/Service: LAY'S POTATO CHIP
Date of First Appearance: Aug 7 2009 12:00AM
Entrant Company: OMD THAILAND, Bangkok, THAILAND
Entry URL: http://www.lays.co.th/vote
Marketing Director - Food: Ms.Chandvipa Pipatanakul (Pepsi-Cola (Thai) Trading Co.,Ltd.)
Marketing Manager - PC: Ms.Voraphak Banlengjit (Pepsi-Cola (Thai) Trading Co.,Ltd.)
Chief Executive Officer, Thailand: Mr.Clint Easthorpe (OMD Thailand)
Managing Director: Mr.Paul Spencer (OMD Thailand)
Business Director: Ms.Jutarat Eartrakulpaiboon (OMD Thailand)
Media Planning Manager: Ms.Jutamas Veeramanokul (OMD Thailand)
Media Planner: Ms.Nuttaporn Limpakanwech (OMD Thailand)
Managing Director: Mr.Atawoot Wesaranurak (ADapter)
Head of Planner: Mr.Thasama Jarukumjorn (ADapter)
Project Manager: Ms.Sasinant Jiraweerawong (ADapter)
Chairman & Chief Creative Officer: Mr.Suthisak Sucharittanonta (BBDO Bangkok)
Executive Creative Director: Mr.Suban Khow (BBDO Bangkok)
Creative Director: Mr.Ariyawat Juntaratip (BBDO Bangkok)
Creative Director: Mr.Chanattapol Tiensri (BBDO Bangkok)
Group Account Director: Ms.Wuttaporn Thong-Ngern (BBDO Bangkok)
Media placement: TV Campaign - 278 Spots - Channel 3, 5, 7 And 9 - 7 August 2009
Media placement: Newspaper - 8 Insertions - Thai Rath - 14 August 2009
Media placement: Mobile - SMS And MMS - AIS Customers (700,000 Numbers) - 14 August 2009
Media placement: Online - Rich Media And Social Ad - 10 Websites (i.e.Kapook, Gmember, MThai, Dek-D, Tinee) - 10 August 2009
Media placement: Cinema - Loose Spots - Major Cineplex network - 15 August 2009
Media placement: Caravan samplings of Flavour trainers - Key Teens touchpoints (Siam Center, Department Stores, Cinema Halls) - 20 August 2009

Results and Effectiveness
15 million votes showed that ambivelence had been banished. 1 million within the first month 200,000 of whom were unique voters. Consumers spent 5.5 minutes on our website compared to Google norm of 2 minutes. Client confirmed market share acquisition resulted. Lay’s Cheese & Ham was Lay’d out for good!

Creative Execution
We launched 2 new flavours under the theme 'Vote to keep your favourite flavour. The fight was now on to keep either Double Cheese & Ham or River Prawn Song Kreung on the shelf. Consumers converged at www.lays.co.th/vote to vote and play games featuring the two flavor icons battling for their survival. The most prodigious voters and gamers were recognised and rewarded with mobile phones as prizes. Consumers voted free by either - Pressing *174*1# and Call to vote for Lay’s Double Cheese & Ham - Pressing *174*2# and Call to vote for Lay’s to vote for Lay’s River Prawn Song Kreung Newspapers and on-line provided the updated scores where each flavour stood. During the last phase of the campaign Flavour Trainers took to the streets to underline the urgency and imminent death of a flavour if votes were not cast. This created phenomenal levels of buzz and media coverage.

Insights, Strategy & the Idea
New snack products were losing their bite and it was required to reignite consumer interest in new flavor introductions. We are going after Thai teenagers who live in Bangkok aged 15- 34 years, a group who crave control. They are Gen-Now and enjoy being in full view of their peers. They are heavy users of PC and mobile devices. We were out to Break the ambivalence to snack category innovations . Let the consumer call the shots – gave them the power to vote which Lay's stays. We would maximise their involvement by fueling their flavour passions across lifestyle media touchpoints. TVC’s stimulated flavor conversations. We showed ‘why and how’ to vote on the back of the pack. Rich media drove website traffic. Gaming deepened their engagement. Flavours fought to stay on the shelves. Teen celebrities discussed their flavour commitment on Facebook. Mobile and digital gave them a voice and a vote.