BRIEF

• Like most briefings on snacks , Doritos Late Night stress “tasty”. However, the original brand
  spirit is to induce teens to play hard at night. So, how can we connect “tasty” with “the fun night”?

 

IDEA

• An interactive web game - “The Scared Ghost”.
  The common reaction of tasting delicious is to scream “YUMMY”.  Thus, we created this game that teens can scream out as loudly as to scare away the ghost for the fun night.

  This interactive web game is through NON-smart phone.
  96% of Taiwanese teens own a cell phones, but only 42%of which have a  “smart phones”.
  Therefore, to break the barrier, we make it applicable to ALL.
  And that’s the reason that we attracted over 700 thousand participants within a week.
  
  To further expand the idea, we set up a Ghost Phone Booth , and TV  communication, to successfully connected  “tasty”  with  “the fun night”.

 

 

 

Presentation Board

 

 

Web game

 

Late Night “The Scared ghost” campaign website
How to scare ghost
Late night product
TV commercial
Winner list

Are you ready….? Scream out as loudly as to scare away the ghost!! 
Leave your phone number and wait for the ghost call….

 

 

 

We create a web interactive game through non-smart phone; the ghost’s reaction is manipulated by teens’ scream volume.

 

 

 

Mom!! (The ghost burst into tears)

 

 

 

OOH

 

We set up a Ghost Phone Booth at busy street

 

 

 

Every night, teens line up to play

 

 

 

 

TVC

 

 

 

 

TV Communication “The Scared ghost”

 

 

 

“OH!! YUMMY!!!”