THREAT

TitleTHREAT
BrandSMITH'S SNACKFOOD COMPANY
Product / ServiceDORITOS BATTLE OF THE FLAVOURS
CategoryA04. Direct Response Digital Media
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company:CLEMENGER BBDO SYDNEY, AUSTRALIA
DM/Advertising Agency:CLEMENGER BBDO SYDNEY, AUSTRALIA

Credits

Name Company Position
Baz Baker Clemenger BBDO Art Director
Chris Pearce Clemenger BBDO Copywriter
Paul Nagy Clemenger BBDO Executive Creative Director
Mike Spirkovski Clemenger BBDO Executive Creative Director
Simon Macrae Orange Whip Films Director
Rod Enright Clemenger BBDO Sound Engineer
Denise McKeon Clemenger BBDO Executive Agency Producer
Alex Mooney Orange Whip Films Executive Producer
Russell Masters Fanatic Films VFX Supervisor
Smaran Jworchan Clemenger BBDO Agency Senior Account Manager
Jacob Baldock Clemenger BBDO Agency Account Manager
Jamie Bruce Smiths - Doritos Brand Manager
Andrew May Smiths - Doritos Brand Manager

The Brief

To generate consumer engagement, Doritos launched two new flavours and created 'Battle of the Flavours'. This battle allowed consumers to decide which flavour survived. At the website you could join the battle and vote for your favourite flavour. The task here for this piece of work was to get people to re-engage with the 'Battle of the Flavours' website.

Creative Execution

The theme of this promotion was 'Battle of the flavours'. Each flavour was represented by a fighter. Once you had joined a side you would be sent a 'threat' video 2 days later. This personalized threat video was totally relevant to the 'Battle' theme. But it made it the battle very personal by including photos of you and where you lived. The audaciousness of the threat made people want to re-engage with the website which was what we were trying to achieve.

Describe the creative solution to the brief/objective.

People voted for one of two new flavours at the website. Each flavour was represented by a fighter. After voting you would then receive a 'threatening' video from the opposing side. This video was personalized by dragging in photos from Facebook Connect and Google Earth to really make the point... "We know who you are, we know where you live and we know who your friends are'. The treat left you with 2 options. You could switch sides as you were asked. Or you could go into the battle arena and literally give this fighter a belting. Either way you were re-engaging with the website, which was our objective.

Results

Emails were sent to all people who had joined a side at the website. A link on the email took people to the 'threat' video. Impressively 38% of all people who received the email re-engaged with the website.