Lay’s, market leader in Romania is #1 Love Brand globally, had successfully started building its image as an innovative and tech savvy brand through the global premiere of launching the first brand NFT.

We were in the middle of Movie Watching 5.0 campaign when the social and political context had totally shifted.

As the world started to move to a more virtual one, we discovered our movie watching next Gen. audience in Romania had changed their behaviours too. They had become high tech adapters, passionate about online gaming.

This was a good opportunity for Lay’s to use its movie watching demand space to engage with the target audience and their new behaviours.

Also, a chance to enter a new innovative territory not just for Lay’s, but for any brand in our country and lead the way to become the FIRST EVER BRAND IN ROMANIA to enter the metaverse.

•Target audience (consumer demographic / individuals / organisations)

•Media planning

•Approach

•Target audience (consumer demographic / individuals / organisations) – 16 – 44 y.o.

•Media planning – PR articles and influencers

•Approach

o - Partnership with one of the biggest gaming local influencer IHATEPINK (YT 1.45M) for CineLay’s launch streaming event

o - World of Digital event – first livestreaming with avatars from Metaverse

o - Amplification on main SoMe channels, top tech/ gaming outlets

• Implementation

o Designing Lay’s x Roblox cinema metaverse world “CineLay’s”

o Campaign support by influencer IHATEPINK

o Metaverse event

o PR in tech, business & advertising outlets

o World of Digital event sponsorship

• Media channels and integration - Awareness (100%)

o YouTube as the main channel to communicate, on 18-44 TA

o Build Reach and Frequency on Facebook for consumers aged 15-50

o Sustain in local sites with advertorials

o Gameloft video & static formats

o Campaign endorser: I Hatepink

• Timeline: 4.04.2022 to 27.04.2022

• Scale - Romania

Game results:

• # of gold coins: 41k in 4 weeks

• 6,5k packs consumed

• Game Rating 90% (Roblox user reviews)

Owned media:

• Impressions: 11.88mil

• Unique users: 2.9 mil

• 13k Absolute unique users reached

• 4min average viewing time spent reading advertorials

• 97% video engagement rate on Gameloft network

• 5% Interaction rate on Interstitial format

Brand perception:

• Unique users: 2.9 mil

• TOM +5pp, / Consideration +4pp / Preference +3pp

• Association with MOVIEWATCHING occasion: +7pp

• Net Sales +5%

• Best historical penetration 51.4%