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Lay’s Enjoy the movie
  activation campaign




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

                                                  Target group

                                                      All family
                                                    18 to 49 yo

                                                        Period

                        P1 (week 1 OC) > shop floor presence
            P2 (week 4 – 7 OC) > activation with media support



                                                               2
Recap briefing


                                                      Mechanism

No codes on pack possible > concours without purchase obligation

                                                       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 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 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
                                                                      Main prize
                                                               365 dvd’s from Universal’s
                                                               Special Price Collection
                             Sony blu ray home cinema system
Media support



Communicaiton on 10.000.000 packs with banner

               In store materials at key retailers

                               Online bannering

                             15” TV commercial
Online platform
Online quiz
POS
Online Bannering
15” activatiespot
Results
Visits laysenjoythemovie.be
                           235.473 visits


250.000

200.000

150.000

100.000

 50.000

     0
Unique visitors laysenjoythemovie.be

                                                                    124.539 visitors


150.000
                                Unique visitors


125.000


100.000


 75.000


 50.000


 25.000


     0
     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




                      Returning      New
                       visitors     visitors
                        47%          53%
Average time spent on website

                                               Result: 3 minuten 43 seconden



07:12
                      Average time spent on website

06:29

05:46

05:02

04:19

03:36

02:53

02:10

01:26

00:43

00:00
    11/jan   18/jan   25/jan   1/feb   8/feb   15/feb   22/feb
Overview of traffic


                  Direct: 59.418
            Bannering: 115.239
      Introduction mailing: 9144
      Reminder mailing: 22.204
                 Others: 51.717




                              19
Number of registrations

                         NL: 35.495
                        FR: 19.930
                       Total: 55.425




  FR
35,96%
           NL
         64,04%
Number of registrations vs. visitors

                     Unique visitors: 124.539
                Registrations: 55.425 = 44,5%




Registrations
  44,50%
Number of opt-ins

                            NL: 12.264
                             FR: 8.793
                          Total: 21.057




  FR
41,76%
           NL
         58,24%
Number of opt-ins vs. registrations

                     Registrations: 55.425
                 Opt-ins: 21.057 = 37,99%




Optins:
37,99%
Registrations: age

16.000
                                 14.070
14.000

12.000
                                          10.890
10.000
                                                   8.779
 8.000
                 6.444
                         5.836
 6.000
                                                           4.934
 4.000
                                                                   2.163
 2.000   1.514
                                                                           515   265
    0
Number of visitors who start the quiz: 144.651
Number of visitors who play the quiz until the end: 140.969



    145.000
               144.651       Results quiz

    144.000



    143.000



    142.000


                                        140.969
    141.000



    140.000



    139.000
              Quiz starten           Quiz uitspelen
Visits: 235.473

                    61,43%


           # quizzes started: 144.651

                    97,45%


            # quizzes ended: 140.969

49,33% of participants answer the main question correctly
Players per day

6000



5000



4000



3000



2000



1000
       # bezoekers die quiz starten

       # bezoekers die quiz uitspelen
  0
Returning players

35.000

               30.208
30.000


25.000


20.000


15.000


10.000                  8.507


 5.000                                                  4.397
                                3.492
                                        2.252                   2.640   2.261
                                                1.508
         145
    0

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Lay's - Enjoy The Movie

  • 1. Lay’s Enjoy the movie activation campaign date
  • 2. Recap briefing National campaign for the mother brand Lay’s and all sub brands Target group All family 18 to 49 yo Period P1 (week 1 OC) > shop floor presence P2 (week 4 – 7 OC) > activation with media support 2
  • 3. Recap briefing Mechanism No codes on pack possible > concours without purchase obligation Objectives Reinforce the brand positioning of Lay’s as the market leader Strengthen the direct engagement of the consumer
  • 4. Lay’s “Enjoy the movie” platform
  • 5. 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 audience In line with “Join the joy” / “Made to share” Out of home (cinema) + at home Capitilizing on consumption moment
  • 6. Mechanism Online competition mechanism (6 weeks) without purchase obligation Daily film quiz 1 main photo question and 5 sub questions 10 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
  • 7. Prizes Daily prize Sony 46inch full HD LCD TV Main prize 365 dvd’s from Universal’s Special Price Collection Sony blu ray home cinema system
  • 8. Media support Communicaiton on 10.000.000 packs with banner In store materials at key retailers Online bannering 15” TV commercial
  • 11. POS
  • 15. Visits laysenjoythemovie.be 235.473 visits 250.000 200.000 150.000 100.000 50.000 0
  • 16. Unique visitors laysenjoythemovie.be 124.539 visitors 150.000 Unique visitors 125.000 100.000 75.000 50.000 25.000 0 11/jan 18/jan 25/jan 1/feb 8/feb 15/feb 22/feb
  • 17. New vs. Returning visitors > Total number of visits: 235.473 > New visitors: 124.495 > Returning visitors: 110.978 Returning New visitors visitors 47% 53%
  • 18. Average time spent on website Result: 3 minuten 43 seconden 07:12 Average time spent on website 06:29 05:46 05:02 04:19 03:36 02:53 02:10 01:26 00:43 00:00 11/jan 18/jan 25/jan 1/feb 8/feb 15/feb 22/feb
  • 19. Overview of traffic Direct: 59.418 Bannering: 115.239 Introduction mailing: 9144 Reminder mailing: 22.204 Others: 51.717 19
  • 20. Number of registrations NL: 35.495 FR: 19.930 Total: 55.425 FR 35,96% NL 64,04%
  • 21. Number of registrations vs. visitors Unique visitors: 124.539 Registrations: 55.425 = 44,5% Registrations 44,50%
  • 22. Number of opt-ins NL: 12.264 FR: 8.793 Total: 21.057 FR 41,76% NL 58,24%
  • 23. Number of opt-ins vs. registrations Registrations: 55.425 Opt-ins: 21.057 = 37,99% Optins: 37,99%
  • 24. Registrations: age 16.000 14.070 14.000 12.000 10.890 10.000 8.779 8.000 6.444 5.836 6.000 4.934 4.000 2.163 2.000 1.514 515 265 0
  • 25. Number of visitors who start the quiz: 144.651 Number of visitors who play the quiz until the end: 140.969 145.000 144.651 Results quiz 144.000 143.000 142.000 140.969 141.000 140.000 139.000 Quiz starten Quiz uitspelen
  • 26. Visits: 235.473 61,43% # quizzes started: 144.651 97,45% # quizzes ended: 140.969 49,33% of participants answer the main question correctly
  • 27. Players per day 6000 5000 4000 3000 2000 1000 # bezoekers die quiz starten # bezoekers die quiz uitspelen 0
  • 28. Returning players 35.000 30.208 30.000 25.000 20.000 15.000 10.000 8.507 5.000 4.397 3.492 2.252 2.640 2.261 1.508 145 0