| Title | SCREAMING DORITOS |
| Brand | PSPSICO FOODS TAIWAN |
| Product / Service | DORITOS |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency 2 | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Jack Liang | Medialand Digital Strategy Limited | It Director |
| Sherwin Cheng | Medialand Digital Strategy Limited | Interactive Programmer |
| Dipper Chen | Medialand Digital Strategy Limited | Sound Effect Producer |
| Cherry Lu | Medialand Digital Strategy Limited | Motion Graphic Designer |
| Poham Chou | Medialand Digital Strategy Limited | Motion Graphic Supervisor |
| Eric Chang | Medialand Digital Strategy Limited | Senior Media Animator |
| Sunday Huang | Medialand Digital Strategy Limited | Designer |
| Devin Lan | Medialand Digital Strategy Limited | Art Supervisor |
| Vicky Lee | Medialand Digital Strategy Limited | Art Director |
| Toffee Hsu | Medialand Digital Strategy Limited | Marketing Planner |
| Matt Chen | Medialand Digital Strategy Limited | Creative Director |
| Mio Yu | Medialand Digital Strategy Limited | Project Executive |
| Becky Hsiao | Medialand Digital Strategy Limited | Project Executive |
| Sasha Shu | Medialand Digital Strategy Limited | Sr. Project Manager |
| Peko Cheng | Medialand Digital Strategy Limited | Sr. Project Manager |
| Roy Chen | Medialand Digital Strategy Limited | Strategy Director |
| Kabi Wu | Omd Taiwan | Assistant Buying Manager |
| Rex Kuo | Omd Taiwan | Buying Director |
| Tina Wang | Omd Taiwan | Planning Supervisor |
| Jason Chan | Omd Taiwan | Strategic Planning Director |
Over 6,000 young people in Taiwan were involved within 4 weeks. There were a total of 22 free news stories on 10 major news channels, equal to a total media value of US$130,000. Among most frequently consumed snacks, the usage of Doritos increased by 45%. Brand unaided awareness increased 8.5%.
At the most popular hangout place for young people “Hsi-Men-Ting”, we built a haunted phone booth. The phone booth is an old school communication facility that the younger generation is not familiar with; using this method, we aroused their curiosity to step in and get ready to SCREAM! In the phone booth, a ghost would show up (on the screen). Players have to eat Doritos and then SCREAM to scare off the ghost! They can also enter their friends’ phone numbers, and the ghost would call to scare their friends. People were stunned! They started talking about “Screaming Doritos” on their social networks, effectively drove a word of mouth impact. We also expanded the idea to an interactive online site, only available at night. Users can enter their friends’ phone numbers into the system, and let the ghost call to make their friends scream!
Young people in Taiwan love Doritos! However, new competitors continue to show up. Therefore, we launched the all new "Late Night Series” to grab our young audience’s attention, and to completely astonish their minds! Our mission was to demonstrate Doritos is no ordinary snack; it uniquely belongs to the night, and it is so delicious that it makes you scream! Young people love the night! It’s their time to be free, to have adventure, and to explore the unknown. So we thought why don’t we join their party and excite their night! Halloween became popular In Taiwan, and people enjoy the fun of scaring and being scared. So, we created the “Screaming Doritos” campaign according to this idea as our innovative approach to the audience.