Campanie
General Information:
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[CONTEXT] THE SALTY SNACKS CATEGORY: A CROWDED AND COMPETITIVE MARKET The Romanian salty snacks market is divided into multiple subcategories: potato chips, corn puffs, popcorn, tortilla chips, peanuts, sunflower seeds, mixes, etc. Lay’s is the market leader in the chips category, followed by its main competitor Chio. TO INCREASE DIFFERENTIATION IN THE CATEGORY, LAY'S BUILT A STRONG EQUITY AROUND "MOVIE WATCHING" In this market, one of the key consumption moments is known as “movie watching,” an evening moment when consumers watch movies and series (on TV or streaming platforms) while enjoying various snacks. The brand that succeeds in building situational relevance for this key moment also manages to stand out. "NO LAY’S. NO MOVIE": THE BRAND'S STRATEGIC PLATFORM THAT NEEDED LOCAL RELEVANCE The year 2024 marked the second year in which Lay’s communicated under the strategic platform “No Lay’s. No movie.”, designed by the regional toolkit. A platform that placed the product at the heart of the “movie watching” ritual, shifting the focus from the actual movie content to the overall experience of enjoying this moment with friends or family. [CHALLENGE] STRENGTHEN LAY’S POSITION IN THE ROMANIAN MARKET THROUGH A “MOVIE WATCHING” ACTIVATION THAT RESONATES WITH ROMANIAN CONSUMERS A complex challenge, considering that many FMCG brands in Romania communicate on this consumption moment. [OBJECTIVES] BRAND OBJECTIVES (measured post-campaign among those exposed vs. not exposed): • Strengthening brand association with the “movie watching” territory by monitoring brand attributes: o +10pp for “Fit for movie watching,” “A distinctive brand,” and “A relevant brand.” • Brand impact on key indicators: o +5pp for TOM, Consideration, and Favorability. COMMUNICATION OBJECTIVES (set to surpass previous Lay’s campaigns by 10% in line with media investments): • 3,500,000 unique reach in digital (based on SNA audience estimates) • 1,000,000 total video views • 500,000 total social engagements • 3,000,000 website sessions • 2,000 sign-ups on the engagement tactics [AUDIENCE] Lay’s generally addresses a broad audience, but for the “movie watching” occasion, the primary audience is more niched: movie and series lovers, aged 18-35, men and women, urban, with medium-high incomes - a mix of Gen Z and Millennials. CHIP LOVERS, PASSIONATE ABOUT MOVIES AND SERIES On average, they consume over 12 hours per week of movie or series content across streaming services, online platforms, and TV. This moment is usually experienced with friends or family, mostly in the evening or on weekends - a quality time where they share impressions about what they’re watching, as well as various salty snacks, with potato chips ranking #1. |
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