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Category
Cinema Advertising / Maximum 3 minutes - Single
Annual ID
10425T
About the Work
Brief: To launch a promotional tie-up for Doritos, Guitar Hero and Xbox. Consumers could win and XBO360/Guitar Hero package with special packs of Doritos.
Solution: We created an epic, 4-minute rock promo to launch our latest campaign for Doritos: a promotional tie-up with Xbox and Guitar Hero.
The campaign was fronted by a deluded, wannabe rock star character we created, \'Alan\', whose life story is the subject of the centrepiece rock video. Alan\'s tale demonstrated the campaign\'s strategic proposition that Doritos and Guitar Hero can transform a night in with your friends (and Mum) and is narrated with the help of a full-length rock track we wrote and composed for the campaign.
The story was launched in a spectacular, three and a half minute flagship TV spot and in 3 supporting 30\'\' cut-downs. A nationwide cinema campaign of the full 4\'\' edit additionally ran, driving awareness of the promotion that features on special packs of Doritos.
The campaign\'s digital expression at doritos.co.uk, comprised of a variety of additional entertaining content, including a \'rock god makeover\' widget consumers can use to momentarily live the rock god dream.
Online display, social media, PR, a tie-up with Spotify and viral seeding of the rock video were also used to amplify Alan\'s fame and drive people to doritos.co.uk to find out more.
Location/Sale:
The story was launched in a spectacular, three and a half minute flagship TV spot and in 3 supporting 30\'\' cut-downs. A nationwide cinema campaign of the full 4\'\' edit additionally ran, driving awareness of the promotion that features on special packs of Doritos.
The campaign\'s digital expression at doritos.co.uk, comprised of a variety of additional entertaining content, including a \'rock god makeover\' widget consumers can use to momentarily live the rock god dream.
Online display, social media, PR, a tie-up with Spotify and viral seeding of the rock video were also used to amplify Alan\'s fame and drive people to doritos.co.uk to find out more.
Response Rate: During the promotion sales went up 53%. 100,000 people entered the competition. 241 packages were won.
Solution: We created an epic, 4-minute rock promo to launch our latest campaign for Doritos: a promotional tie-up with Xbox and Guitar Hero.
The campaign was fronted by a deluded, wannabe rock star character we created, \'Alan\', whose life story is the subject of the centrepiece rock video. Alan\'s tale demonstrated the campaign\'s strategic proposition that Doritos and Guitar Hero can transform a night in with your friends (and Mum) and is narrated with the help of a full-length rock track we wrote and composed for the campaign.
The story was launched in a spectacular, three and a half minute flagship TV spot and in 3 supporting 30\'\' cut-downs. A nationwide cinema campaign of the full 4\'\' edit additionally ran, driving awareness of the promotion that features on special packs of Doritos.
The campaign\'s digital expression at doritos.co.uk, comprised of a variety of additional entertaining content, including a \'rock god makeover\' widget consumers can use to momentarily live the rock god dream.
Online display, social media, PR, a tie-up with Spotify and viral seeding of the rock video were also used to amplify Alan\'s fame and drive people to doritos.co.uk to find out more.
Location/Sale:
The story was launched in a spectacular, three and a half minute flagship TV spot and in 3 supporting 30\'\' cut-downs. A nationwide cinema campaign of the full 4\'\' edit additionally ran, driving awareness of the promotion that features on special packs of Doritos.
The campaign\'s digital expression at doritos.co.uk, comprised of a variety of additional entertaining content, including a \'rock god makeover\' widget consumers can use to momentarily live the rock god dream.
Online display, social media, PR, a tie-up with Spotify and viral seeding of the rock video were also used to amplify Alan\'s fame and drive people to doritos.co.uk to find out more.
Response Rate: During the promotion sales went up 53%. 100,000 people entered the competition. 241 packages were won.
2010 Awards
Total Points: 5
Merit
Credits
Production Company
MJZ
Art Director
Paul Pateman
Creative Director
Paul Brazier
Director
David Shane
Producer
Nell Jordan
Writer
Mike Nicholson
Agency Producer
Anita Sasdy
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