TAKING A BREAK by OMD Santiago for Twistos

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TAKING A BREAK

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released May 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: TWISTOS
Product/Service: SNACKS
Date of First Appearance: May 14 2009 12:00AM
Entrant Company: OMD CHILE, Santiago, CHILE
Media Director: Ximena Vasquez (OMD)
General Manager: Claudio Sepulveda (OMD)
Planeer: Sergio Becerra (OMD)
Media assistant: Jocelyn Rojas (OMD)
General Manager: Antonio Capot (Point Design)
Brand Manager: Sol Flores (PepsiCo)
Media placement: Tv campaign - 3 spots - TVN-Canal 13- Red-CHV-Mega - 15 May 2009
Media placement: Internet - TVN.cl - la Cuarta - MSN - 15 May 2009
Media placement: Radio - Concierto-Activa-tiempo-futuro - 15 May 2009
Media placement: OHH - Billboards - 15 May 2009

Results and Effectiveness
At the end of the campaign, sales growth exceeded projected data by 50%. The exhibited results were exceeded by 25%. We also achieved an increase of 100% in the seconds of exhibition hired, all thanks to the integration of action and content. - In the TV show “La Muralla Infernal”, we managed to make the cut-out figures take a break and take us inside the content. - The host of “Sin Dios ni Late” literally unplugged the screen, which then showed a colour bar image, and gave himself a few seconds to take a break. - In “Yingo”, the hosts made jokes and stuck paper on each other’s backs.

Creative Execution
Position Twistos as the perfect snack for those mid-morning or mid-afternoon breaks from work. Promote the key concept of the campaign: “The best part of working is when you don’t.” We took the product inside of the most watched TV shows by young people, where we became part of the contents in a natural way. Hosts could enjoy a break while they ate Twistos, completely forgetting about the TV show or simply unplugging a cord and interrupting broadcasting.

Insights, Strategy & the Idea
Relaunch Twistos snacks with a 10% sales increase as a goal.