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 Company: The Marketing Arm, Dallas, TX
Company Description: Founded in 1993, The Marketing Arm is a promotions and events agency specializing in entertainment, sports, cause, and multicultural marketing. Based in Dallas, The Marketing Arm operates within Omnicom Group Inc. (OMC).
Nomination Category: Marketing Categories
Nomination Sub Category: Best Marketing Campaign
Nomination Title: Lay's "Destination Joy" with Make-A-Wish
- Tell the story about this nominated campaign since January 1 2007 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Background/Situation Analysis
LAY’S® Brand Potato Chips, the largest brand in the Frito-Lay portfolio, is the
leading player in the Potato Chip category and going into 2007, LAY’S® touted
the following accolades: No. 1 Global Food Brand, No. 1 Salty Snack Equity, No.
3 US Food Brand and 66% HH penetration (same as cell phones).
LAY'S® is an American food icon that is light-hearted, fresh and fun whose few
competitors are mainly regional chip brands in the North and Northeast.
LAY'S® consumers are everyday people who love to snack and turn to a brand they
trust to deliver a fresh, great-tasting potato chips. They are looking for
simple moments of joy in everyday life and will not compromise on taste or
quality. These consumers are open to trying new things and in general like to
enjoy all of life’s little pleasures. The 100% pure sunflower oil used by
LAY'S® reduces saturated fat content by 50% - one more simple thing that brings
joy to consumers.
Since 1980, the Make-A-Wish Foundation® has enriched the lives of children with
life-threatening medical conditions through its wish-granting work. The
Foundation's mission reflects the life-changing impact that a Make-A-Wish®
experience has on children, families, referral sources, donors, sponsors and
entire communities.
Program Objectives
The overall business objectives for the LAY’S® brand with their Destination Joy®
presented by LAY’S® events were:
1. Deliver a National call-to-action to take the Make-A-Wish Foundation® to the
next level by raising national awareness of their mission and increasing the
resources during the next five years to fund 100,000 wishes.
2. Grow LAY'S® sales through meaningful retail promotions.
3. Create a meaningful relationship and association with the Make-A-Wish
Foundation of America, as well as Make-A-Wish local chapters all across the country.
Program Strategy & Tactics
The “joy” theme provided LAY'S® with strong commonalities and fertile ground for
a relationship with the Make-A-Wish Foundation® and the moments of joy the
Foundation brings to children facing life threatening medical conditions. LAY'S®
strategy with this program was to leverage exclusive presenting sponsorship of a
dynamic high-equity cause platform in Make-A-Wish® & Destination Joy® to create
an emotional connection with consumers; create impactful retail programming to
benefit the cause developing incremental volume opportunities with key
customers; and deliver the opportunity to experience joy for customers,
consumers and employees.
Destination Joy® presented by LAY’S® was the first national and fully-integrated
marketing campaign the Make-A-Wish Foundation has launched. The Make-A-Wish
Foundation now grants 13,000 wishes a year – one wish every 40 minutes. But
that’s only half of the 27,000 children diagnosed with life-threatening medical
conditions annually. Destination Joy® represents the magical journey that a
child experiences on a wish. The campaign’s 2007 goal was to inspire Americans
to realize their power and ability to share the power of a wish® and encourage
them to donate, participate and visit wish.org.
In its initial year of sponsorship, LAY’S® and the Make-A-Wish Foundation®
launched a 10-day media blitz on June 5, 2007, around Destination Joy® in six
(6) major media markets: Los Angeles, Las Vegas, Dallas, Chicago, Nashville and
New York.
Program tactics were integrated into virtually all of the Make-A-Wish
Foundation’s public communications channels, including:
o Media outreach at the national, regional and local market levels for TV,
print, radio and online outlets, focusing on wish kids and celebrity wish
ambassadors;
o Celebrity wish-granters – including NASCAR champion driver Jimmie Johnson and
his wife, Chandra; LPGA golfer Annika Sorenstam; the Teutuls of the TV series
“American Chopper” and Orange County Choppers; country artists Big & Rich and
Tim McGraw; actress Raven-Symone; and WWE wrestler John Cena.
o Online outreach through its national and chapter Web sites, including the
creation of a new “Ways to Help” microsite to encourage people to volunteer
their time, talent and resources;
o An online auction to benefit the Foundation;
o E-marketing, including the Foundation’s e-newsletter, Wishnews®;
o Direct mail, including a donor appeal and the Foundation’s print newsletter,
Wishmaker®;
o A Destination Joy-themed public service announcement campaign, including
print, TV, radio and out-of-home placements in airports, elevators and vehicle
wraps. The PSA featured a well-known wish for a boy to become a superhero,
Beetle Boy, and the
o volunteer “villain” who helped grant his wish; and,
o Make-A-Wish® chapters distributed themed collateral, including more than
300,000 flyers, 3,000 posters and 100,000 buck slips through grassroots channels
nationwide.
Additional chapter events and presence at the Indianapolis 500 that included
airing the Make-A-Wish PSA on the race track’s video system and
Make-A-Wish/LAY’S experiential presence at the track that created sampling
opportunities for LAY’S® and
increased awareness of the Foundation’s mission.
As a part of Destination Joy® presented by LAY’S® on a grassroots level, LAY’S®
sponsored more than 25 local chapter events. On site at eight (8) events,
LAY’S® provided a “tunnel of joy” for consumers as a form of edutainment.
Consumers could learn more about LAY’S® partnership with Make-A-Wish and the
mission of Destination Joy®, that they too have the power to help grant a wish
and information on where to go to get on board and help. Consumers could also
have their picture taken in front of a thematic Make-A-Wish and LAY’S® “Joy”
backdrop and redeem online
Also raising the profile of the LAY’S®/Make-A-Wish Foundation partnership was a
fleet of vehicles around the country that were wrapped in Destination Joythemed
graphics. This included:
The AMTRAK California Surfliner, which runs from San Diego to San Luis Obispo,
through the Los Angeles metropolitan area (a coach car wrapped for three months)
o The Las Vegas Monorail (full train wrapped for six months)
o SuperShuttle vans in five markets – New York, Los Angeles, Orange County,
Calif., Dallas and Phoenix (40 vans for six months)
o Avis airport shuttle buses in six markets – New York, Boston, Atlanta,
Chicago, Denver and Los Angeles;
o A double-decker tour bus in Manhattan (wrapped for four weeks); and,
o A tour bus that ferried wish kids in Nashville on the campaign launch day
The five week retail cause promotion, Grab a Bag and Help Grant a Wish, was a
part of the Destination Joy® presented by LAY’S® program and gave consumers the
opportunity to donate 25 cents to the Make-A-Wish Foundation® by entering a
special product code (found on specially marked LAY’S® bags) online at LAYS.com.
Special thematic bags of LAY’S® showcased Wish Kid’s art and stories on the
back panel of the packaging. Between May and June, the LAY’S® Grab a Bag and
Help Grant A Wish national promotion put 11,000 themed point of sale displays in
market and had the Make-A-Wish thematic bags distributed at over 36,000 retail
outlets nationwide.
Results:
A majority of Lay's sales during the program was attributed directly to the
Make-A-Wish-themed bags and the incremental floor space LAY'S(r) was able to
secure because of the event. During the five-week in-store event LAY'S(r)
saw a significant lift in the sale of their largest bags.
DETAILED RESULTS SECTION REDACTED FOR PUBLICATION
- List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
Lay's Destination Joy page on the Make-A-Wish website:
http://www.wish.org/help/destination_joy
Print story about the campaign:
http://www.msnbc.msn.com/id/19050290/
TV story about the Destination Joy campaign:
http://video.google.com/videoplay?docid=4914883843526349361&q=&hl=en
- Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:
Mindy Kuhl, Account Director
The Marketing Arm
Mindy is The Marketing Arm director on the Lay's account who managed the
"Destination Joy" program.
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