Download - 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, [email protected]