This 360° campaign proposal outlines three ideas to promote Lay's Strong potato chips and build its association with beer occasions. The first idea, "Lay's Karaoke Club", would encourage consumers to make karaoke videos with Lay's chips and enter to win a trip to a concert. The second idea, "Lay's Coming to Your Beer Party", allows consumers to register parties on the Lay's website and have snacks and games delivered for prizes. The third idea, "Lay's Football", creates a virtual coin system on the Lay's website for consumers to earn prizes by predicting FIFA World Cup matches. Each idea includes insights, activation mechanics, touchpoints like POSM and social media, and a timeline for implementation between June and

1. 360˚ campaign proposal for Lay’s Strong
Pavel Lebedev, Moscow, 2013

2. Brief

3. Communication objective
•
Drive Lay’s Strong Incrementality for the Lay’s portfolio
•
Build incremental Beer Section in every store
•
Strengthen clear link between Lay’s Strong and Beer Occasion
Task
•
Make a research and position Lay's Strong among competitors.
•
Clearly state "INSIGHT" and "CREATIVE PROPOSITION" and "RELEVANT TOUCHPOINTS" in
your strategic approach.
•
State a executional "CREATIVE IDEA" drived from your strategic approach.
•
Apply your creative idea to a 360 degree communication.
•
State the "message/copy" in every touchpoint and execution.
•
Provide a timeline for your suggested ideas.

4. Creative ideas

5. Idea #1
Lays Karaoke
Club

6. 1.1. Insight
Friends + Beer = Karaoke

7. 1.2. Solution
Lay’s introduce “Lay’s karaoke club”.
Every good party finish with karaoke.
Lay’s makes party more fun.

8. 1.3. Activation mechanics
1. Buy a pack Lay’s strong
2. Make a karaoke video on
3. Win for you and your friends
promosite or with promo booth
trip to world famous star
(in places of recreation,
concert.
barbeque zones in parks and in
shopping centers).
Main requirement: in the
beginning of the video user
must show Lay’s chips.

9. 1.4. Touchpoints
•
Announcing campaign start by
POSM, ATL, Packaging & Banner
campaign.
•
To engage audience we use mobile
promo and social media
communities.
•
We use UGC as viral content in
social media.
Using next cases of beer consumption:
•
Relax at home / with friends
•
Picnic / Fishing / Hunt
•
Bar / Disco
•
Bath / Sauna
•
Cheer at home
•
Sportbar

10. 1.5. Ideas for mechanics
Mobile promo team in places of
recreation and barbeque zones
in parks: product sampling for
participation
Lay’s karaoke booth or vending
machines in shopping centers. To
get Lay’s strong pack user need to
get good points in karaoke.
Scaling idea in 2014 year. 2014 is the
year of FIFA world Cup. We can create
fan chant video contest or karaoke
video contest with songs addressed for
national football team.

11. 1.6. Timeline
June
ATL
July
August
September
Anounsing
Anounsing
Product sampling
for participation
Product sampling
for participation
Mobile promo
POSM
Promotion in POS
Packaging
Promo packs sales
Promo-site
Promo site & contest support
Banners & SM ad
SM branches
YouTube
Anounsing
Viral video
distribution
Anounsing
SM support
YouTube channel support
Viral video
distribution
October

12. Idea #2
Lay’s coming
to a beer party

13. 2.1. Insight
Snacks on parties always run out
too fast. And party become boring.

14. 2.2. Insight
Lay’s deliver
snacks and fun to your party

15. 2.3. Mechanics activation
1. Register and create a party
2. Receive confirmation for this
3. Lay’s deliver snacks for all
or a meeting on Lay’s promo
party from 4 or more of your
and games for your party.
site .
friends.

16. 2.4. Touchpoints
•
Announcing campaign start by POSM, ATL,
Packaging & Banner campaign.
•
Users can create a party and order Lay’s
delivery.
•
To order Lay’s all friends have to past full
registration.
•
With light registration users can join to photo
contest.
•
Users can vote for best photo works by
sharing in social network.
Using next cases of beer consumption:
•
Relax at home / with friends
•
Picnic / Fishing / Hunt
•
Bath / Sauna
•
Cheer at home
•
Sportbar

17. 2.5. Ideas for mechanics
Download photo with Lay’s from your party to win more prizes.
More people on your photo – more chance to win.

18. 2.6. Timeline
June
ATL
July
August
Anounsing
September
Anounsing
POSM
Promotion in POS
Packaging
Promo packs sales
Promo-site
Promo site & contest support
Banners & SM ad
SM branches
Anounsing
Anounsing
SM support
October

19. Idea #3
Lay’s football

20. 3.1. Insight
+
+
Fans like beer, soccer and to guess who win.

21. 3.2. Solution
Lay’s gives you chance to earn prizes on your
gift of foresighting results of matches.

22. 3.3. Mechanics activation
1. Buy Lay’s, and get virtual
2. Earn more coins by guessing
3. Change your coins for gifts
coins in Lay’s totalizator.
FIFA world Cup match results
from Lay’s. Most successful
and for activity on the site.
person will win two tickets to
FIFA match.

23. 3.4. Touchpoints
•
Announcing campaign start by POSM,
ATL, Packaging & Banner campaign.
•
Users can create a party and order
Lay’s delivery.
•
To order Lay’s all friends have to past
full registration.
•
With light registration users can join to
photo contest.
•
Users can vote for best photo works
by sharing in social network.
Using next cases of beer consumption:
•
Cheer at home
•
Sportbar
•
On the match

24. 3.5. Ideas for mechanics
Build Lay’s FIFA zones in shopping centers.
Using promo-robot in shopping centers with
With sofa and branded display showing best
branded display showing best FIFA moments.
FIFA moments.
Promo-robot is also offers a taste of Lay’s.

25. 3.6. Timeline
June
ATL
July
August
Anounsing
September
Anounsing
POSM
Promotion in POS
Packaging
Promo packs sales
Promo-site
Promo site & contest support
Banners & SM ad
SM branches
Anounsing
Anounsing
SM support
October

26. All ideas

27. All ideas

28. Thank you
Pavel Lebedev, +7-915-498-06-01, astronaft@mail.ru