Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti ndi Dennis Furniss

Dizayini ya Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti ndi Dennis Furniss ndi wopambana wotamandika kwambiri pa mphotho yaulemu ya 2021 Mphoto ya Golide ya A' Design Award mu Gawo la Mpikisano la Mapangidwe a Zolengeza, Kutsatsa Malonda ndi Kulumikizana.

GolideZolengeza· 2021

Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti

ndi Dennis Furniss

Kasitomala: Doritos

Wopambana pa Mphoto ya Golide ya A' Design Award mu Gawo la Zolengeza

98,262

Wopambana Wotsimikizidwa

Tsimikizani Mkhalidwe wa Mphotho ya #122993

Pitani ku Tsamba Onani ku A' Design Award Nkhani Yofalitsidwa Chizindikiro cha Mphotho

Mitundu

Kapangidwe

Za Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti

Kupsompsona Kumodzi, Chopereka Chimodzi ndi kampeni ya malonda a pa intaneti yopangidwira Doritos pothandizira anthu a gulu la LGBTQ. Kampeniyi inaitanira anthu kuti agawane zithunzi zawo akupsompsona anzawo, achibale ndi okondedwa awo. Kupsompsona kulikonse komwe kunagawidwa kunasandulika kukhala chopereka cha ndalama ku gululi. Kampeniyi inafalitsidwa kudzera pa wailesi yakanema, malo ochezera a pa intaneti, njira za pa intaneti komanso zochitika zapadera za mtundu wa kampani. Inachitika kwa miyezi iwiri ku Mexico ndi ku Brazil ndipo inalandira mayankho ochokera padziko lonse lapansi. Cholinga chake chinali kulumikiza anthu pa nthawi yopewa kuyandikana.

Chidziwitso

Za Mphoto ya Golide ya A' Design Award

Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti ndi mmodzi mwa opambana a Mphoto ya Golide ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe a pamwamba, odabwitsa ndi odziwika. Opambana a Golide ndi zolengedwa zatsopano kwambiri, zoona patali ndi zonyezimira zomwe zimaonetsa luntha, nzeru ndi luso la opanga awo. Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti akuyembekezeka kukhala chopangidwa chotamandidwa kwambiri, chokhazikitsa zochitika ndi chachikulu chomwe chimabweretsa phindu losawonekapo kale. Mapangidwe opambana Mphoto ya Golide ya A' Design Award awa ndi ntchito yodabwitsa, yolemekezeka yomwe imapindulitsa kwambiri ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti amabweretsa zilakolako zamphamvu, kudzutsa chidwi, kulimbikitsa luso lolenga ndi kutikopa.

Kumbuyo kwa Kapangidwe

Katundu wa Atolankhani

Umboni, mamembala a gulu ndi zambiri zapadera zoperekedwa ndi wopanga.

Makhalidwe Apadera: Since 2015, Rainbow Doritos and its proceeds have gone to the It Gets Better Foundation, by consistently supporting equality and diversity Doritos is fully committed to the Rainbow Community under the theme Pride-All-Year. To continue Doritos ongoing support for the community, in 2020 Doritos created One Kiss, One Donation, a breakthrough campaign across TV and digital. Designed to inspire a virtual chain of love and respect the campaign swept across social media and into people's hearts. The underlying concept of the campaign was to inspire people to Kiss in a virtual world in an effort to raise 1 million virtual kisses that could be converted to a financial donation to the community.
Miyezo ndi Kuphimba: Does not apply
Zizindikiro: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
Teknoloji Yopangira: We leveraged a marketing mix of TV, social media, online, branded activations.
Vuto la Dizayini: Traditionally we have focued on a physical approach that was packaging centric, supported by physical and digital activations. Due to covid, we had to shift gears and create something that was wholly online, the strategy also had generate the same level of interest, excitement, and fundraising. An huge challenge that met and exceeded in terms of the amazing results and global interest.
Kafukufuku: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
Chilimbikitso: Doritos has been raising awareness and celebrating the Rainbow with the LGBTQ community for many years and each year the bar is raised in terms of impact and results. Inspired by the support and generosity of Doritos and the community this year we wanted to make a personal connection between people during a year of social distancing.
Nthawi ya Polojekiti: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
Mdondomeko ya Ntchito: Enter One Kiss, One Donation. We met our consumers in their universe online. With a cause driven incentive for engagement. When consumers sent photos of themselves giving a kiss to their friends, family and loved ones, we made a donation. The campaign and hashtag spread across social media fueled by our fans and influencers and accelerated by the goodwill that only shared values can buy. We essentially created the fun, the joy and the vibe of a massive pride parade. In a digital experience.
Mamembala a Gulu: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
Mwini Zithunzi: All images are property of PepsiCo International