KRAFT and TABASCO have grown potatoes for chips on a football field
In order to seed in minds the idea that Lyuks chips are the most football ones, we’ve created large scale integrated campaign, which started, as is wont, with a virus
Both forums, social networks, 9 from 10 information agencies and 4 TV-channels were blowing in vuvuzelas with a mighty heave, setting forth connection between potatoes, football and stadium.
The base for forthcoming actions was ready and they didn’t make them wait. Four days before the first football game on a renewed stadium (Dynamo – Arsenal, 52 000 of tickets were sold out) we have placed on football web-pages and thematic forums an anonymous video, showing a group of young men wriggling way into the main arena at night and burying something on a field. Guys left a message “See you on a game!” Thanks to emotions, that overflow fans on the eve of a capital derby, video has gained additional resonance.
Meanwhile Alexey Durnev, linkman of TV-show “Durnev +1”, has conducted journalistic investigation of potato messages and prepared take-off strip for an excellent launch.
As a result, before launch of TVC 10 million of Ukrainians knew, that soon they would get to know name of chips brand, which grow potato on football fields.
This brand is Lyuks!
Integration was carried out by group agencies - Tabasco, Prodigi and Full Contact.