Category: Best use or integration of digital media
Advertiser: PEPSICO
Product/Service: DORITOS
Agency: LIVEAD
Chief Executive Officer: Lucas Mello (LiveAD)
Creative And Planning Director: Mauro Silva/Keke Toledo (LiveAD)
Creatives: Vinícius Facco/Vladimir Figueiredo/Julia Duarte/Alexandre Kiss/Tatiana Tsukamoto (LiveAD)
Executive Producer: Evan Vogel (Night Agency)
Account Director: Aline Rossin (LiveAD)
Project Manager: Karina Rehavia (LiveAD)
Technical Director: Ramon Torres (Night Agency)
User Experience: Fernando Maciel/Fernando Amaral (LiveAD)
Digital Producer: Georgia Perris/Marcus Vinicius And Igor Roder (LiveAD)
Offline Producer: Aline Rizzotto/Lucas Costa (LiveAD)
Account Manager: Ricardo Bosco (LiveAD)
Account Assistant: Fernanda Bergamini (LiveAD)
Developers: Denis Kobozev/Kara Kincaid (Night Agency)
Quality Assurance: Jose Benavides (Night Agency)
Storyboard Illustrations: Rafael Pequeno/Geraldo Tavares/Leo Lage/Leonardo Teixeira/Marcos Miller (Möve)
Storybord Animation: Raphael Coutinho/Priscila Adaime (Cápsula)
Final 3D Animation Movie: Pablo Alfieri/Mariano Farías/Inés Palmas (Plenty)
Sound Design: Valmor Pedretti Jr./Andrio Maquenzi/Brenno Di Napoli/Thiago Grun (Studio 4'33'')
Videocase: Antônio Adriano Brito (LiveAD)
Media placement: Application - Online / Facebook - July 11, 2011
Media placement: Package - Retail - July 18, 2011
Media placement: Twitter Activation - Online / Twitter - July 11, 2011
Media placement: PR And Digital PR - Online / Facebook - July 18, 2011
Media placement: Animated Storyboards - Online / Facebook - July 11, 2011
Media placement: Facebook Ads - Online / Facebook - July 18, 2011
Media placement: Animated Short Film - Online / Facebook - September 11, 2011
Campaign Description
Today Brazil is an online power: 80m Brazilians are online. On Facebook, we are already 45m users, of which 33% are between 18 and 24 years old. Monthly, we share more than 160m stories on the social network, update our status almost 340m times and click on 1.6bn likes. Twitter is like a secondary screen, covering the most relevant facts of the world, often with a humorous twist. According to Forrester Research, today internet consumption in Brazil far surpass all forms of traditional media, with people spending 3 times more hours online than watching television, for example.
Making a difference in this scenario is not an easy task. Despite the number of users, people’s criteria have become more acute and there’s a growing demand for quality content. People don’t just want a story to share: they want to share their own stories. In this oversupplied branded content scenario, there’s a challenge to be authentic and to generate a true connection with people, being part of their stories.
Effectiveness
Fun among friends is the basis for the Doritos positioning in Brazil. With that in mind, we wanted to provide a fun experience that required little time from the participants and took on ourselves the challenge of turning minimum participation into something greater.
So we created Doritos Uncut: a collaborative stories contest on Facebook, based on the greatest aspect of the social network: the natural interaction among friends. Through an app, people could post the beginning of a story and call upon their friends to continue the story in up to 15 posts of 140 characters each.
During 3 weeks, the most liked story of the day underwent a production marathon to become an animated storyboard overnight. In the final phase, all the storyboards entered a new contest where the audience voted for the best story to become an animated short.
The entire process involved more than 35 collaborators from 3 countries, with participation from over 16,000 people, creating and sharing more than 4,000 stories on their networks.
Implementation
The package was the main vehicle to start spreading the idea and connect the offline and online environments. About 20MM specially designed packages containing the URL were distributed around Brazil.
The app was also activated among Doritos’ 7,000 Twitter followers at the time.
The activation strategy also had PR and Digital PR efforts with journalists, bloggers and other online influencers, complemented by a low-budget media campaign - about US$90k spent exclusively on Facebook Ads. And, finally, once the app went live, spreading the content and bringing more friends to it was a natural part of the experience.
Outcome
- The action launched the brand’s fan page and attracted 70,000 new fans.
- 4,422 stories were created with participation from 16,587 friends.
- The brand had a 19% increase in net sales and a 65% increase in net profit.