Doritos Promo KING OF ADS by AMV BBDO London

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KING OF ADS

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Industry Biscuits, Crispbread
Media Promo & PR
Market United Kingdom
Agency AMV BBDO London
Released March 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: PEPSICO
Product/Service: CRISPS
Agency: ABBOTT MEAD VICKERS BBDO
Date of First Appearance: Mar 1 2010
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Entry URL: http://www.a-wards.com/doritoskingofads/
Media placement: PRINT - MAGAZINES - 01.03.2010
Media placement: PRINT - NEWSAPER - 01.03.2010
Media placement: POSTERS - UNIVERSITIES - 01.03.2010
Media placement: DM - UNIVERSITIES - MARCH 2010
Media placement: DIGITAL - EMAILS - 2010
Media placement: DIGITAL - FACEBOOK, YOU TUBE - 2010

Describe the objective of the promotion.
Brands have been asking consumers to make their TV ads for some time. But are those ads any good? Our challenge was to run a campaign that would ensure a great commercial at the end of the process. So we created a branded TV show, called King of Ads, that followed the progress of the competition.

Describe how the promotion developed from concept to implementation.
To guarantee the quality of entries, not just quantity, we ran provocative press in creative titles, partnered with D&AD to make our brief the Student Pencil award, and teamed up with the Youth Creative Network to tell every film and art college in the UK. A personalised DM was sent out to the advertising and film production industry. Mainstream TV and digital, supported by social media, advertised the £200,000 prize money. Everything lead to an online site where entrants could find licensed resources, watch video tips from industry pros, and, most importantly, check out the competition.

Explain why the method of promotion was most relevant to the product or service.
Over 3,000 entrants were cut down to just 15, who had to pitch their ads to our celebrity judges including TV broadcaster Lauren Laverne, actor Noel Clarke and MJZ director David Shane. This was made into a 3-episode TV show, hosted by Channel 4’s Miquita Oliver. The winning entry was decided by public vote, and aired during a peak time slot across major TV channels.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign delivered deep consumer engagement, with over five million visitors to the site, over 200,000 shares of content on Facebook and a 26% uplift in sales of Doritos, year on year. The winning entry “Attack on Westminster” had exceptional recall and was recently showcased as one of ITV’s Top 20 ads of 2010 in an independent consumer poll.