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MIXX Awards Europe Winners 2019 – Doritos Cool & Hot (OMD)

OMD

Doritos Cool & Hot

Awards: Video Advertising (Gold)

Campaign summary
Our new product Doritos Cool & Hot was at first refreshing and then giving a hot sensation.
We had to interact with our consumers in order to have them experience the sensations.

1. Objectives and Strategy
We were inspired by the roller coaster experience in the main commercial to tell the boldness of our product. On mobile platforms, where we meet our target audience heavily, we offered an astonishing experience throughout our specifically created interactive 360 video, in order to have our consumers interact with our product genuinely and maximize the user experience.

2. Execution and Media
Users can explore around by moving their mobile phones when virtually riding on Roller Coaster with our 360 custom mobile video.
To experience the feeling of refreshment which is our first sensation,
the whole screen was covered with ice and then the consumers were asked to break the ice by tapping the screen.
Then immediately; the whole screen was covered with the flames and asked the consumers to put out the fire again by tapping the screen.
We made our target audience to experience cool & hot loop to the fullest.

3. Creative
We were inspired by the cool and hot feeling of the product. With the virtual rollercoaster, users can explore around by moving their mobile phones with our 360 custom mobile video.

4. Innovation
Aurora is an interactive 360 video, in order to have our consumers interact with our product genuinely and maximize the user experience.

5. Results
During the video, users moved their phones 3 million times to break the ice and put out the flames.
Compared with similar interactive campaigns, 10 times more interactions were achieved.
87% of the viewers’s attention was on the screen.
We achieved 35% increase in ad recall, compared with our pre-mobile-campaign period.

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