|Title||HUMAN CLAW MACHINE|
|Brand||PEPSICO FOODS TAIWAN CO.|
|Product / Service||LAY'S|
|Category||C01. Fast Moving Consumer Goods|
|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|
|TC Chen||JWT Taiwan||Creative Director|
|I-Fei Chang||JWT Taiwan||Chief Creative Officer|
|Rich Shiue||JWT Taiwan||Ecd|
|Krista Hsieh||JWT Taiwan||Art Director|
|Arc Chou||JWT Taiwan||ASSOCIATE ART DIRECTOR|
|Miki Chang||JWT Taiwan||Copywriter|
|Jimmy Chu||JWT Taiwan||Business Director|
|Kevin Yeh||JWT Taiwan||Business Director|
|Edward Lin||JWT Taiwan||Account Executive|
|Jessica Hsieh||JWT Taiwan||Account Director|
Taiwan people can't resist delicious food if they see many others desiring it so much. Lay's proved their extreme irresistiblity to show they are the most desirable chips in Taiwan, and that gained amazing frequency and loyalty 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.
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.
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.