XPRESS YOURSELF

TitleXPRESS YOURSELF
BrandPROCTER & GAMBLE, GREATER CHINA
Product / ServicePOTATO CHIPS
EntrantGREY HONG KONG, HONG KONG
Entrant Company:GREY HONG KONG, HONG KONG
Advertising Agency:GREY HONG KONG, HONG KONG

Credits

Credits

Name Company Position
Fernando Beretta Grey Hong Kong Executive Vice President
Susanna Lee Grey Hong Kong Regional Business Director
Tony Ip G2 China/Hong Kong Managing Director
Ho Shiu Fung G2 Hong Kong Consultant
Star Liu G2 China Associate Creative Director

The Campaign

By leveraging on receptively insight, Pringles developed XY (Xpress Yourself) Platform that is targeted to connect with young adults in a more relevant way. Mid-January 2008, ‘Xpress Yourself’ Original Music Competition was launched. It was developed via cooperating with the leading music portal, ifensi, in China. The campaign ran from mid-January to mid July 2008 for 6 months. People could enter the campaign official site www.pringlesxyz.com.cn directly or via the link from www.ifensi.com. The campaign also made Pringles the first salty snack brand that developed a web based platform for generation Y to manifest their creativity and connect with their friends and with Pringles. Most importantly, the digital model worked and the brand got strong business return.

Success of the Campaign

Brand awareness and trial increases significantly: - Brand awareness improved by 8% to achieve 94% at the end of 2008 - Past-three-month purchase incidence increased by 38% at the end of 2008 The digital campaign exceeds key performance indices: - 140% increase in the number of contestants compared to target, amounting to nearly 500 contributors of original music - 67% increase in the number of registered members compared to target, amounting to over 16,000 target consumers - 96% increase in the number of votes compared to target, a total of nearly 400,000 votes gathered via different digital channels

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Xpress Yourself Music Competition – 1. Interactive on-line - provide an online platform for Gen Y’s to express themselves through creating or sharing original music.By championing originality and the fun of expression, the interactive online campaign successfully built bonding between Pringles and Gen Y consumers who shared the passion in music and fun. 2. Extensive PR support digital plan – The virtual event was brought to reality as Pringles hosted mini concerts for winners every month in different top cities. The PR event strengthened mangagement with Gen Y consumers through the fun of live music in trendy bars and clubs. While multi-media publicity was leveraged and broadened by inviting guest celebrities to perform together with the Pringles winners. 3. In-store support digital plan - the online music platform was linked back to consumer promotion via digital voting (online, SMS and WAP) with product code on can to drive purchase.