HUMAN CLAW MACHINE

Bronze Spike

Case Film

Presentation Board

TitleHUMAN CLAW MACHINE
ClientPEPSICO FOODS TAIWAN CO.
Product / ServiceLAY'S
CategoryC01. Fast Moving Consumer Goods
EntrantJ. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI
Entrant Company J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI

Brief Explanation

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.

The Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.

Credits

Name Company Position
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