Lay’s is a leading brand in Taiwan’s salty snack market sector. As people are getting more and more conscious about healthy diet, however, the brand has faced with a challenge against consumers’ dietary choice and purchasing behaviour. How do we make sure our consumers remain as Lay’s fans?
According to Lay’s statistics, “taste” is the most important factor for brand choice. Therefore our strategy was to show how Lay’s is world’s greatest snack by intriguing consumers to do anything to enjoy it.
Culturally, Taiwanese people are pretty reserved, so we created a campaign to get them out of their comfort zones by getting them to help us turn a familiar arcade game - the human lottery machine – into an activation for Lay’s. The ask: how could people pick up as many Lay’s packages as possible, not just with their hands but instead, with their entire bodies. Countless creative ideas were contributed by the participants, and a ton of people queued to get strapped into the resulting three interactive engagement events: “Human Claw Machine,” “Open Sesame Elevator,” and “Human Lottery Machine”. These videos went viral, reinforcing the idea that Taiwanese would do anything to get their hands on more Lay’s.
The campaign, despite a limited budget, attracted more than 40 million views online