Lays Promo, Case study TALENT LAY´S by PHD Santiago

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TALENT LAY´S

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market Chile
Agency PHD Santiago
Released March 2012

Credits & Description

Category: Best Use of Digital Media
Advertiser: EVERCRISP
Product/Service: LAY´S
Media Agency: PHD, Santiago, CHILE
Manager: Claudio Sepúlveda (PHD)
Media Director: Rodrigo Almonacid (PHD)
Media Supervisor: Sergio Becerra (PHD)
Media Planner: Carolina Marillanca (PHD)
Media Assistant: Francisca Figueroa (PHD)
Media Director Digital: Víctor Piñal (OMG Solution)
Cretive Director Digital: Ariel Cadenas (OMG Solution)
Media placement: Internet - Facebook - 15 March 2012

Insights, Strategy & the Idea
Talent Shows have become a trend worldwide. Taking advantage of this, Lays, the French fries brand developed a campaign under the “Lay’s Talent” concept in order to increase by 30% its followers in Facebook.

Creative Execution
We invited people to be the actual and leading players of the show!
For this purpose we created www.talentolays.cl
Through a “Virtual Karaoke” each participant was set before a jury to be qualified with a “We like him” or a “Rejected”.

Results and Effectiveness
Facebook followers increased 60%
The campaign’s initial forecasts were exceeded by 100%