Category: Best Use of Audio
Advertiser: PEPSICO
Product/Service: DORITOS FRITOS
Media Agency: OMD, Istanbul, TURKEY
Account Planning Director: Yesim Ipek (OMD)
Account Planning Director: Ecehan Ocal Ergullu (OMD)
Account Planning Manager: Ozlem Ozturk (OMD)
Account Planning Executive: Ezgi Ozer (OMD)
Media Buying Director: Bernev Tanta (OMD)
Media Buying Manager: Sahir Ozahishali (OMD)
Tv Planning Director: Huseyin Kaya (OMD)
Outdoor Director: Aziz Kul (OMD)
Digital Director: Tuncay Yavuz (OMD)
Digital Planning: Cihad Bayture (OMD)
Marketing Director: Alpagut Cilingir (Pepsico)
Marketing Services Manager: Selin Bugay (Pepsico)
Brand Manager: Pınar Sengun (Pepsico)
Media placement: Radio Campaign - 90 Spots - Super FM, Show Radio, Radio Viva - 7 October 2011
Insights, Strategy & the Idea
Doritos was about to start the hottest youth campaign ever in Turkey. Our mission was to create hype before the campaign began.
The TV opening spot was 42 seconds and was using a very popular, anonymous Turkish song with new words written for Doritos.
And that song had already been remixed a while ago by a popular rockstar, and was very loved among our target group.
So before airing our TV spot, we decided to make the song be popular once again yet with a little touch; “new version- coming soon” . The song was to be aired at it’s most fundamental medium, at radio.
Creative Execution
We made an agreement with major high reach, high youth affinity radios.
Popular DJ’s, at their programmes, made announcements, “now it’s time for a snappy, cheery, bustling song”.
Then the song’s rock cover began with its very famous guitar solo. Just at the moment that the customary rock singer would start the first lines of the song, DJ said “ coming soon”, and then the Doritos chorus began to sing the Doritos version of the song.
We repeated this at a high frequency, for one week before the TV campaign started, at all major music and popular DJ’s programmes at radios.
Results and Effectiveness
Our song was not aired at the “standart adbreaks”, but it was a part of the daily music flow.
With one week of “new version, coming soon, Doritos song” radio project, our campaign attained strong hype before the TV campaign started.
“Doritos campaign, Doritos song” keywords showed significant increase in online searches, moreover listeners called the radio stations and asked for the Doritos Song!
Project was a “radio, media first in Turkey” and we set the baseline cost of the project almost same as buying radio spots at adbreaks, that was less then one 30 second TV spot at primetime.