Lay’s Enjoy the movie activation campaign

date

activation campaign

Recap briefing

National campaign for the mother brand Lay’s and all sub brands

Target group

All family

18 to 49 yo18 to 49 yo

Period

P1 (week 1 OC) > shop floor presence

P2 (week 4 – 7 OC) > activation with media support

2

Mechanism

No codes on pack possible > concours without purchase obligation

Recap briefing

Objectives

Reinforce the brand positioning of Lay’s as the market leader

Strengthen the direct engagement of the consumer

Lay’s “Enjoy the movie” platform

Why film?

Broad platform

possible to use this platform during a longer period of time

360°declination is possible

>Possible to create a true brand experience

Broad reach of audienceBroad reach of audience

In line with “Join the joy” / “Made to share”

Out of home (cinema) + at home

Capitilizing on consumption moment

Mechanism

Online competition mechanism (6 weeks) without purchase obligation

Daily film quiz

1 main photo question and 5 sub questions

10 daily winners & 1main winner10 daily winners & 1main winner

Daily winners

The 10 fastest participants with a correct answer to the main question win a Kinepolis film ticket for 2

Main winner

All participants who answer the main question correctly can fill in the bonus question

Prizes

Daily prize

Sony 46inch full HD LCD TV

Sony blu ray home cinema system

365 dvd’s from Universal’sSpecial Price Collection

Main prize

Media support

Communicaiton on 10.000.000 packs with banner

In store materials at key retailersIn store materials at key retailers

Online bannering

15” TV commercial

Online platform

Online quiz

POS

Online Bannering

15” activatiespot

ResultsResults

Visits laysenjoythemovie.be

235.473 visits

150.000

200.000

250.000

0

50.000

100.000

Unique visitors laysenjoythemovie.be

124.539 visitors

125.000

150.000Unique visitors

0

25.000

50.000

75.000

100.000

11/jan 18/jan 25/jan 1/feb 8/feb 15/feb 22/feb

New vs. Returning visitors

> Total number of visits: 235.473 > New visitors: 124.495> Returning visitors: 110.978

Newvisitors53%

Returning visitors47%

Average time spent on website

Result: 3 minuten 43 seconden

05:02

05:46

06:29

07:12Average time spent on website

00:00

00:43

01:26

02:10

02:53

03:36

04:19

05:02

11/jan 18/jan 25/jan 1/feb 8/feb 15/feb 22/feb

Direct: 59.418

Bannering: 115.239

Introduction mailing: 9144

Overview of traffic

19

Introduction mailing: 9144

Reminder mailing: 22.204

Others: 51.717

Number of registrations

NL: 35.495

FR: 19.930

Total: 55.425

NL64,04%

FR35,96%

Number of registrations vs. visitors

Unique visitors: 124.539

Registrations: 55.425 = 44,5%

Registrations44,50%

Number of opt-ins

NL: 12.264

FR: 8.793

Total: 21.057

NL58,24%

FR41,76%

Number of opt-ins vs. registrations

Registrations: 55.425

Opt-ins: 21.057 = 37,99%

Optins: 37,99%

14.070

10.890

8.779

8.000

10.000

12.000

14.000

16.000

Registrations: age

1.514

6.4445.836

4.934

2.163

515 2650

2.000

4.000

6.000

8.000

Number of visitors who start the quiz: 144.651

Number of visitors who play the quiz until the end: 140.969

144.651

144.000

145.000Results quiz

140.969

139.000

140.000

141.000

142.000

143.000

Quiz starten Quiz uitspelen

61,43%

Visits: 235.473

# quizzes started: 144.651

97,45%

# quizzes started: 144.651

# quizzes ended: 140.969

49,33% of participants answer the main question correctly

Players per day

4000

5000

6000

0

1000

2000

3000

# bezoekers die quiz starten

# bezoekers die quiz uitspelen

Returning players

30.208

20.000

25.000

30.000

35.000

145

8.507

3.4922.252 1.508

4.3972.640 2.261

0

5.000

10.000

15.000

20.000