Campanie
General Information:
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[CONTEXT] LAY’S: A BRAND WITH THE AMBITION TO DIFFERENTIATE ITSELF IN THE SNACKS CATEGORY THROUGH FOOTBALL COMMUNICATION To strengthen its brand equity and stand out in the snacks category, Lay’s has built a strong association with one of the most important consumption occasions: football watching. In recent years, this connection has been reinforced with the help of Ianis Hagi, a famous player for Romania’s national team and the son of Gheorghe Hagi. 2024: A HISTORIC YEAR FOR ROMANIAN FOOTBALL Last year carried a deep emotional significance for Romanian football fans: after 8 years, Romania qualified for the EURO Championship. At the same time, Romania celebrated the 30th anniversary of the "Golden Generation," with Gheorghe Hagi, one of the most beloved footballers of recent decades, at the forefront. HOW CAN YOU STAND OUT WHEN (ALMOST) EVERY BRAND IS TALKING ABOUT FOOTBALL? In 2024, the regional football toolkit was built around the "No Lay’s. No Game" strategy, positioning the product at the heart of the football-watching moment. But this approach needed a disruptive idea to ensure Lay’s stood out in an oversaturated market, where hundreds of brands were set to communicate around the EURO Championship. More importantly, it needed to be a relevant idea for Romanian consumers, who—more than ever—were about to experience this moment with maximum intensity. [CHALLENGE] HOW CAN LAY’S INCREASE ITS RELEVANCE AND DIFFERENTIATION IN THE FOOTBALL TERRITORY DURING THE EURO CHAMPIONSHIP, IN A WAY THAT TRULY RESONATES WITH ROMANIAN CONSUMERS? [OBJECTIVES] BRAND OBJECTIVES: • Impact on brand perception: +5pp on image KPIs ("Distinctive," "Fit for Football Watching") & +3pp for TOM (Top of Mind awareness) and Recommendation (measured in a post-campaign study: exposed vs. non-exposed consumers) • Increase market penetration: +1pp in MAT Q2 vs. MAT Q1 2024 COMMUNICATION OBJECTIVES (chosen to surpass previous Lay’s campaigns by at least 10%, with similar investment levels) • 66% campaign likeability among those who viewed the campaign • 4,200,000 unique reach • 2,000,000 total video views • 200,000 total clicks • 1,000,000 total social engagements • 3,000,000 website sessions • 1,000 registrations [AUDIENCE] On football territory, Lay’s targets everyone who watches football—not just die-hard fans or active players. Demographically, this primarily includes men aged 25-45, but also a broader urban audience. DURING EURO, EVERYONE BECOMES A "FOOTBALL FAN" We knew that the EURO Championship would attract viewers beyond regular football fans. Even those who don’t normally watch the sport would tune in—driven by a sense of solidarity with the national team, enjoying the competition with friends, family, or partners. In this context, football transforms into a grand spectacle—perhaps the biggest entertainment event of 2024—with a united national audience driven by a powerful shared emotion: the dream of seeing Romania go as far as possible in the competition. |
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