| Title | HUMAN CLAW MACHINE |
| Brand | PEPSICO FOODS TAIWAN CO. |
| Product / Service | LAY'S |
| Category | A04. Targeted Ambient Media: Large Scale |
| Entrant | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| TC Chen | JWT Taiwan | Creative Director |
| I-Fei Chang | JWT Taiwan | Chief Creative Officer |
| Rich Shiue | ECD | |
| Krista Hsieh | JWT Taiwan | Art Director |
| Arc Chou | JWT Taiwan | ASSOCIATE ART DIRECTOR |
| Miki Chang | Copywriter | |
| Jimmy Chu | Business Director | |
| Kevin Yeh | Business Director | |
| Edward Lin | Account Executive | |
| Jessica Hsieh | Account Director |
This campaign made Lay's fanatics prove the extreme irresistiblity of Lay's, and show it to others who like Lay's but resist to eat more often. The action of Lay's fanatics generated measurable shares on social network and amazing frequency of use.
How did Lay's prove they are the most desirable chips in Taiwan? The method is to challenge Taiwanese's nature of shyness. To let people desire Lay's so much that they don't mind to lose face. Lay's presented 'The Human Claw Machine!' Many people are mad about claw machines in Taiwan. Therefore, Lay's invited a champion to start discussion on social network that caused people to share crazy idea to claw more Lay's from the machine.
How can people like Lay's so much but resist to eat more often? Health and price issues are the reasons, but they can be ignored by showing how people desire Lay's so much. For example, Taiwan people can't resist delicacy if they see many others waiting in line for it.
Over 5,000 Lay's were clawed away in Taiwan, but 341,000 likes and 398,000 shares were made all over the world. Sales grew up 30%. Last but not least, over 18,109,000 views on the internet broke the record of non-media-buying campaign in Taiwan.