Lay's - Enjoy The Movie

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After a very successful campaign for Lay’s Oven Baked in November 2009, Pepsico and N BBDO teamed up again, this time to support the mother brand Lay’s and all her sub brands. The objective of the campaign was to reinforce the brand positioning of Lay’s as the market leader, and to strengthen the direct engagement of the consumer.

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Lay's - Enjoy The Movie

  1. 1. Lay’s Enjoy the movie activation campaign date
  2. 2. Recap briefing National campaign for the mother brand Lay’s and all sub brands Target group All family 18 to 49 yo Period P1 (week 1 OC) > shop floor presence P2 (week 4 – 7 OC) > activation with media support 2
  3. 3. Recap briefing Mechanism No codes on pack possible > concours without purchase obligation Objectives Reinforce the brand positioning of Lay’s as the market leader Strengthen the direct engagement of the consumer
  4. 4. Lay’s “Enjoy the movie” platform
  5. 5. Why film? Broad platform possible to use this platform during a longer period of time 360°declination is possible >Possible to create a true brand experience Broad reach of audience In line with “Join the joy” / “Made to share” Out of home (cinema) + at home Capitilizing on consumption moment
  6. 6. Mechanism Online competition mechanism (6 weeks) without purchase obligation Daily film quiz 1 main photo question and 5 sub questions 10 daily winners & 1main winner Daily winners The 10 fastest participants with a correct answer to the main question win a Kinepolis film ticket for 2 Main winner All participants who answer the main question correctly can fill in the bonus question
  7. 7. Prizes Daily prize Sony 46inch full HD LCD TV Main prize 365 dvd’s from Universal’s Special Price Collection Sony blu ray home cinema system
  8. 8. Media support Communicaiton on 10.000.000 packs with banner In store materials at key retailers Online bannering 15” TV commercial
  9. 9. Online platform
  10. 10. Online quiz
  11. 11. POS
  12. 12. Online Bannering
  13. 13. 15” activatiespot
  14. 14. Results
  15. 15. Visits laysenjoythemovie.be 235.473 visits 250.000 200.000 150.000 100.000 50.000 0
  16. 16. Unique visitors laysenjoythemovie.be 124.539 visitors 150.000 Unique visitors 125.000 100.000 75.000 50.000 25.000 0 11/jan 18/jan 25/jan 1/feb 8/feb 15/feb 22/feb
  17. 17. New vs. Returning visitors > Total number of visits: 235.473 > New visitors: 124.495 > Returning visitors: 110.978 Returning New visitors visitors 47% 53%
  18. 18. Average time spent on website Result: 3 minuten 43 seconden 07:12 Average time spent on website 06:29 05:46 05:02 04:19 03:36 02:53 02:10 01:26 00:43 00:00 11/jan 18/jan 25/jan 1/feb 8/feb 15/feb 22/feb
  19. 19. Overview of traffic Direct: 59.418 Bannering: 115.239 Introduction mailing: 9144 Reminder mailing: 22.204 Others: 51.717 19
  20. 20. Number of registrations NL: 35.495 FR: 19.930 Total: 55.425 FR 35,96% NL 64,04%
  21. 21. Number of registrations vs. visitors Unique visitors: 124.539 Registrations: 55.425 = 44,5% Registrations 44,50%
  22. 22. Number of opt-ins NL: 12.264 FR: 8.793 Total: 21.057 FR 41,76% NL 58,24%
  23. 23. Number of opt-ins vs. registrations Registrations: 55.425 Opt-ins: 21.057 = 37,99% Optins: 37,99%
  24. 24. Registrations: age 16.000 14.070 14.000 12.000 10.890 10.000 8.779 8.000 6.444 5.836 6.000 4.934 4.000 2.163 2.000 1.514 515 265 0
  25. 25. Number of visitors who start the quiz: 144.651 Number of visitors who play the quiz until the end: 140.969 145.000 144.651 Results quiz 144.000 143.000 142.000 140.969 141.000 140.000 139.000 Quiz starten Quiz uitspelen
  26. 26. Visits: 235.473 61,43% # quizzes started: 144.651 97,45% # quizzes ended: 140.969 49,33% of participants answer the main question correctly
  27. 27. Players per day 6000 5000 4000 3000 2000 1000 # bezoekers die quiz starten # bezoekers die quiz uitspelen 0
  28. 28. Returning players 35.000 30.208 30.000 25.000 20.000 15.000 10.000 8.507 5.000 4.397 3.492 2.252 2.640 2.261 1.508 145 0

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