lays strong creative ideas

360˚ campaign proposal for Lay’s Strong

Pavel Lebedev, Moscow, 2013

Brief

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.

Creative ideas

Idea #1

Lays Karaoke

Club

1.1. Insight

Friends + Beer = Karaoke

1.2. Solution

Lay’s introduce “Lay’s karaoke club”.

Every good party finish with karaoke.

Lay’s makes party more fun.

1.3. Activation mechanics

1. Buy a pack Lay’s strong 2. Make a karaoke video on

promosite or with promo booth

(in places of recreation,

barbeque zones in parks and in

shopping centers).

Main requirement: in the

beginning of the video user

must show Lay’s chips.

3. Win for you and your friends

trip to world famous star

concert.

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

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.

1.6. Timeline

ATL

Mobile promo

POSM

Packaging

Promo-site

Banners & SM ad

SM branches

YouTube

June July August September October

Anounsing Anounsing

Promo packs sales

Promo site & contest support

Viral video

distribution

Viral video

distribution

SM support

Promotion in POS

Product sampling

for participation

Product sampling

for participation

Anounsing Anounsing

YouTube channel support

Idea #2

Lay’s coming

to a beer party

2.1. Insight

Snacks on parties always run out

too fast. And party become boring.

2.2. Insight

Lay’s deliver

snacks and fun to your party

2.3. Mechanics activation

1. Register and create a party

or a meeting on Lay’s promo

site .

2. Receive confirmation for this

party from 4 or more of your

friends.

3. Lay’s deliver snacks for all

and games for your party.

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

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.

2.6. Timeline

ATL

POSM

Packaging

Promo-site

Banners & SM ad

SM branches

June July August September October

Anounsing Anounsing

Promo packs sales

Promo site & contest support

Anounsing Anounsing

SM support

Promotion in POS

Idea #3

Lay’s football

3.1. Insight

Fans like beer, soccer and to guess who win.

+ +

3.2. Solution

Lay’s gives you chance to earn prizes on your

gift of foresighting results of matches.

3.3. Mechanics activation

1. Buy Lay’s, and get virtual

coins in Lay’s totalizator.

2. Earn more coins by guessing

FIFA world Cup match results

and for activity on the site.

3. Change your coins for gifts

from Lay’s. Most successful

person will win two tickets to

FIFA match.

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

3.5. Ideas for mechanics

Build Lay’s FIFA zones in shopping centers.

With sofa and branded display showing best

FIFA moments.

Using promo-robot in shopping centers with

branded display showing best FIFA moments.

Promo-robot is also offers a taste of Lay’s.

3.6. Timeline

ATL

POSM

Packaging

Promo-site

Banners & SM ad

SM branches

June July August September October

Anounsing Anounsing

Promo packs sales

Promo site & contest support

Anounsing Anounsing

SM support

Promotion in POS

All ideas

All ideas

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