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.

1. Lay’s Enjoy the movie
activation campaign
date

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. 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. Lay’s “Enjoy the movie” platform

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. 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. 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. Media support
Communicaiton on 10.000.000 packs with banner
In store materials at key retailers
Online bannering
15” TV commercial

9. Online platform

10. Online quiz

11. POS

12. Online Bannering

13. 15” activatiespot

14. Results

15. Visits laysenjoythemovie.be
235.473 visits
250.000
200.000
150.000
100.000
50.000
0

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. 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. 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. Overview of traffic
Direct: 59.418
Bannering: 115.239
Introduction mailing: 9144
Reminder mailing: 22.204
Others: 51.717
19

20. Number of registrations
NL: 35.495
FR: 19.930
Total: 55.425
FR
35,96%
NL
64,04%

21. Number of registrations vs. visitors
Unique visitors: 124.539
Registrations: 55.425 = 44,5%
Registrations
44,50%

22. Number of opt-ins
NL: 12.264
FR: 8.793
Total: 21.057
FR
41,76%
NL
58,24%

23. Number of opt-ins vs. registrations
Registrations: 55.425
Opt-ins: 21.057 = 37,99%
Optins:
37,99%

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. 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. 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. Players per day
6000
5000
4000
3000
2000
1000
# bezoekers die quiz starten
# bezoekers die quiz uitspelen
0

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