Elma Chips Promo, Case study RUFFLES YOUR WAY by ALMAP BBDO Brazil

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Released July 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: ELMA CHIPS
Product/Service: RUFFLES SNACKS
Date of First Appearance: Jul 17 2009 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
General Media Director: Paulo Camossa Júnior (Almap BBDO)
Media Director: Flávio De Pauw (Almap BBDO)
Media Supervisor: Fernando Vida (Almap BBDO)
Media Coordinator: Haroldo Peçanha (Almap BBDO)
Media placement: Cinema - Kinoplex - 17 July 2009

Results and Effectiveness
The audience’s reaction during the exhibition of the statements was fantastic, transforming our advertisement into a great attraction. It generated great repercussion among the teenage public, and several youngsters watched the film a 2nd time to participate in our action again.

Creative Execution
Since the campaign commercials showed what was going on in the heads of the boys and girls, we had the idea of executing an action with the new Harry Potter film and shot statements from the teenagers at the entrance of the movie theater. The participating group would start recording with the following phrase: “If I were a warlock Harry Potter, I’d like to know why girls/boys...” The best statements were selected and aired in the same session watched by those interviewed, together with the 2 ‘Ruffles your style’ commercials.

Insights, Strategy & the Idea
This was the launch of ‘Ruffles your style’ chips with 2 new products, where one was specially developed for the male public and the other for the female public. Taking advantage of the fact that July 2009 was a school vacation period, which greatly increased the frequency of teenagers at the movies, we found in the digital-projection theatres an opportunity to increase our target’s involvement with the campaign.