|Title||LAY'S CRISPY SUBTITLES|
|Product / Service||LAY'S POTATO CHIPS|
|Category||D05. New Realities & Voice Activation|
|Entrant||HAPPINESS SAIGON, AN FCB ALLIANCE Ho Chi Minh City, VIETNAM|
|Idea Creation||HAPPINESS SAIGON, AN FCB ALLIANCE Ho Chi Minh City, VIETNAM|
|Production||HAPPINESS SAIGON, AN FCB ALLIANCE Ho Chi Minh City, VIETNAM|
|Alan Cerutti||Happiness / An FCB alliance||Executive Creative Management|
|Geoffrey Hantson||Happiness / An FCB alliance||Chief Creative Officer|
|Gregory Titeca||Happiness / An FCB alliance||Executive Creative Director|
|Marc Richard Vander Heyden||Happiness / An FCB alliance||Creative Director|
|Thomas Cappelle||Happiness / An FCB alliance||Concept Provider|
|Mathias Lemielle||Happiness / An FCB alliance||Concept Provider|
|Nick Stillittano||Happiness / An FCB alliance||Concept Provider|
|Loan Anh Huynh||Happiness / An FCB alliance||Copywriter|
|Nghia Tran||Happiness / An FCB alliance||Copywriter|
|Dee Verwaetermeulen||Happiness / An FCB alliance||Copywriter|
|Dries Lauwers||Happiness / An FCB alliance||Head of Design|
|Aldjia Bessalah||Happiness / An FCB alliance||Designer|
|Truc Mai Hoang Anh||Happiness / An FCB alliance||Art & Motion|
|Thuy Pham Vuong Bao||Happiness / An FCB alliance||Art & Motion|
|Remke Faber||Happiness / An FCB alliance||Head of Motion|
|Seth Michielsen||Happiness / An FCB alliance||Motion Designer|
|Trung Thai Thanh||Happiness / An FCB alliance||Motion Designer|
|Nhat Qui||Happiness / An FCB alliance||Head of Performance|
|Tien Phan Cam||Happiness / An FCB alliance||Performance & Data Planner|
|Linh Nguyễn||Happiness / An FCB alliance||Strategic Planner|
|Son Nguyễn||Happiness / An FCB alliance||Account|
|Ngọc Le||Happiness / An FCB alliance||Account|
|Giang Ngo||Happiness / An FCB alliance||Account|
|An Nguyễn||Happiness / An FCB alliance||Account|
|Bart Vande Maele||Happiness / An FCB alliance||Head of Production|
|Loc Nguyen||Happiness / An FCB alliance||Platform Analyst|
|Hieu Phan Duc||Happiness / An FCB alliance||Community Outreach|
|Thomas Colliers||BLISS Innovative Maker Studio||Head of Technology|
|Joni Allaert||BLISS Innovative Maker Studio||Digital Project Manager|
A truly unique tech and branded voice experience on Youtube by the crispiest chips of all: automatically turned on subtitles every time your computer detects crisp sounds! Making Youtube binge watching and snacking at the same time a much better experience.
Vietnam is a highly saturated snack market with plenty of competing brands. So, how do we make Lay’s Potato chips the coolest chips around, especially towards an audience that spends hours and hours streaming video, but doesn’t pay enough attention to ads.
It’s an ‘age-old problem’: you can’t hear a thing when you’re crunching chips while watching movies or any other content. And as much as it is a first-world problem, not being able to hear video while eating chips is something we’ve all experienced (and reaching for a laptop’s volume buttons with greasy fingers just creates even more problems). Luckily, Lay’s came to the rescue with Crispy Subtitles. A Chrome extension to Youtube that automatically activates subtitles every time it detects that you are munching chips. Yes indeed, ‘crisp-activated subtitle technology’ to allow you to make binge watching a better experience.
Key audience for Lay’s is 15-25. They are very active on youtube, and open to trying new things. Traditional advertising does not work on this group. So we had to find a way to get them to interact with, share, and start a conversation around the uniqueness of Lays - being the crispiest chip of all. Crispy Subtitles was launched in Vietnam during Lunar New Year, when Youtube traffic in the region increases with 600%. Via influencers and tech press, it spread organically across social groups and onto Vietnam’s largest forums and publications. Then it quickly went beyond borders. The global tech and broader community loved this, being talked about on the largest websites, podcasts, and reviews. With 1.5 billion people watching Youtube every day, this ‘Lays subtitle technology’ was something clearly relevant to everyone.
This ‘crisp-activated subtitle technology’ was achieved by feeding machine learning with 178 hours of audio recordings of people eating chips, from all over the world. From this, the Google Chrome extension - plugin- was built. Once downloaded, the extension will activate LAYS-branded subtitles on Youtube the second it detects crisp sounds. So to be clear: crisp sounds = subtitles. No more crisp sounds, no more subtitles. The ‘crispy subtitles’ shows specific subtitles in Lays colour (yellow) and it will also briefly display the Crispy Subtitles logo in the top right corner. The crisp-activated subtitles will always be shown in your preferred language, since the extension automatically links to the language settings of your computer.
Considering the brief - how to make Lays the coolest chips around – the success was phenomenal. The plugin was being written about and shared across communities with ridiculously high engagement (+1085% compared to other Lays campaigns) on Facebook, Youtube, and TikTok. Within a week Crispy Subtitles was listed on Google search trends and featured in approximately 200 global publications, vlogs, podcasts, and talk shows. With 1.2 billion impressions, $9,000,000 in earned media, a global reach of 210,000,000 people and thousands of downloads in 80 different countries - achieved with a 15,000 dollar budget only - Lays managed to get a crazy 600:1 return on investment.