2020 Winner

CASE SUMMARY

Challenges and Goals
Gen Z consumers don’t particularly like seeing ads. And they really don’t like seeing ads online. In fact, over half of teens in an eMarketer report said they skip ads whenever they can. This puts you in a tough spot when you’re launching a product and your prime target is young adults between the ages of 18 and 24 years old. This was the challenge Doritos Canada faced with the permanent launch of Doritos Dinamita, a subline of rolled Tortilla chips.

How could Doritos Dinamita create an online advertising campaign targeting people who don’t like online advertising?

Insights and Strategy
The average pre-roll watch time for the brand’s target consumer is six to seven seconds – not a lot of time to introduce a brand new product. It needed to create something sticky that would compel them to stick around even after the “Skip Ad” button popped up.

Research suggested that while the target doesn’t like seeing ads online, they love going online to listen to music and watch music videos: 94% of Gen Z say music is either “important” or “very important” to their lives. Not only that, 75% of Gen Z say that YouTube is their go-to destination to discover new music.

So maybe the best way to let the target know about Doritos Dinamita wasn’t by making an ad, it was by making music.

Execution
To showcase the unique rolled shape of Doritos Dinamita in a way that was unmistakably Doritos, agency BBDO constructed a full-sized pan flute made entirely out of the rolled chips. Now, it just needed to find a song that would match the bold intensity of the chip.

The agency found that perfect pairing in Snow’s “Informer.” The song had been a monster Canadian hit in the 90s but had recently found its way back to the top of the charts via Daddy Yankee’s “Con Calma,” which featured an interpretation of “Informer” and a guest verse from Snow himself.

BBDO commissioned a team of engineers and musicians to record and produce an original pan flute cover of the iconic hit and filmed a retro music video of a pan flutist playing the cover on the Doritos Dinamita Pan Flute. The video launched in late April, led by an eye-catching YouTube Homepage Masthead take-over driving to the full video, which lived on the Doritos Canada YouTube Channel. And to capitalize on the growing popularity of “Con Calma,” the search strategy was adjusted to ensure that, whenever possible, the Doritos video would appear in front of what had become one of YouTube’s top trending videos.

Results and Impact
When served the music video as a skippable pre-roll, viewers clicked through and watched it for 1:02 – over 700% percent longer than the average Canadian YouTube pre- roll watch time. Outside of paid media, the video also earned just shy of half a million earned views, with an average watch time of over 1 minute. The YouTube masthead click-through rate was 381% above benchmark on desktop and 45% above benchmark on mobile, earning 51.6 million impressions, 29% above benchmarks.

Since Dinamita launched at the end of February, the chip has captured +45% share over the next leading rolled tortilla chip competitor. So while the target might not like online ads, they sure loved this one – and now they love Doritos Dinamita, too.

Credits

Advertising Agency: BBDO Toronto, Canada
Chief Creative Officers: Todd Mackie, Denise Rossetto
VP, Associate Creative Director: Derek Blais
Art Director: Brendan McMullen
Copywriter: Jacob Pacey
SVP, Planning: Tom Kenny
Digital Strategist: Courtney Dionne
VP, Group Account Director: Jennifer Christen
Group Account Directors: Melanie Ball, Sonia Ruckemann
Account Director: Connor Ofield
Account Supervisor: Anton Savytski
Account Coordinator: Jessie Durand
Media Agency: OMD
Group Director of Strategy: Jennifer Weston
Media Supervisor: Marc Thomson
Assistant Strategist: Tekayah Edwards
Assistant Strategist: Emma Ornelas
Production Company: Flare BBDO
Executive Producer: Dave Lembke
Director/Producer: Paul Fler
DOP: Michael LeBlanc
Editor: Sammy Ray Welch
Audio House: TA2
Audio Producer: Christine Leslie
Audio Production: Autoerotique