Doritos One Kiss One Donation Ubukangurambaga bwo Kwamamaza bwa Digitale na Dennis Furniss

Umushinga Doritos One Kiss One Donation Ubukangurambaga bwo Kwamamaza bwa Digitale wa Dennis Furniss ni uwatsinze igihembo cyubahwa cyane 2021 Igihembo cya A' Design Award cya Zahabu mu Cyiciro cy'Ihiganwa cya Kwamamaza.

ZahabuKwamamaza· 2021

Doritos One Kiss One Donation Ubukangurambaga bwo Kwamamaza bwa Digitale

na Dennis Furniss

Umukiriya: Doritos

Uwatsinze Igihembo cya A' Design Award cya Zahabu mu Cyiciro cya Kwamamaza

98,262

Uwatsinze Igihembo Yemejwe

Emeza Uko Igihembo Gihagaze ku #122993

Sura Urubuga Reba kuri A' Design Award Itangazo ry'Ikinyamakuru Ikimenyetso cy'Igihembo

Amabara

Imigereranyo

Ibyerekeye Doritos One Kiss One Donation Ubukangurambaga bwo Kwamamaza bwa Digitale

One Kiss, One Donation ni ubukangurambaga bwo kwamamaza bwa digitale bwakozwe kubwa Doritos mu rwego rwo gushyigikira umuryango wa LGBTQ. Ubu bukangurambaga bwatumiye abantu gusangiza amafoto yabo basoma inshuti, imiryango n'abakundwa babo. Buri gusomana kwasangijwe kwahinduwe impano y'amafaranga yahawe uwo muryango. Ubu bukangurambaga bwakwirakwijwe kuri televiziyo, imbuga nkoranyambaga, imiyoboro ya interineti n'ibikorwa bigaragaza ikirango. Bwakozwe mu gihe cy'amezi abiri muri Mexique na Burezili kandi bwakiriwe n'ibisubizo biturutse hirya no hino ku isi. Intego yari iyo guhuza abantu mu gihe cyo kwirinda guhurira hamwe.

Ishimwe

Ibyerekeye Igihembo cya A' Design Award cya Zahabu

Doritos One Kiss One Donation Ubukangurambaga bwo Kwamamaza bwa Digitale ni uwegukanye Igihembo cya A' Design Award cya Zahabu, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo biri ku rwego rwa mbere, bitangaje kandi by'indashyikirwa. Abegukanye Zahabu ni ibihangano birimo udushya twinshi, bifite icyerekezo kandi bimurika, bigaragaza impano, ubwenge n'ubuhanga bw'ababihanze. Doritos One Kiss One Donation Ubukangurambaga bwo Kwamamaza bwa Digitale biteganyijwe ko izaba igihangano gishimwa cyane, gishyiraho imigendekere mishya kandi gitanga agaciro katigeze kaboneka. Iki gishushanyo cyegukanye Zahabu ni umushinga utangaje kandi wubahwa ugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Doritos One Kiss One Donation Ubukangurambaga bwo Kwamamaza bwa Digitale itera ibyifuzo bikomeye, ikangura ishyaka, ishishikariza guhanga kandi igatwara imitima yacu.

Inyuma y'Imigereranyo

Dosiye y'Itangazamakuru

Amazina y'abagize uruhare, abagize itsinda n'amakuru y'ubuhanga byatanzwe n'umuhanzi.

Ibintu Bidasanzwe: 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.
Ibipimo n'Ipaki: Does not apply
Ibibazo Fatizo: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
Ikoranabuhanga ryo Guteza Imbere: We leveraged a marketing mix of TV, social media, online, branded activations.
Ikibazo cy'Ishusho: 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.
Ubushakashatsi: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
Ibyatumye Habaho: 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.
Igihe cy'Umushinga: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
Uburyo bw'Imikorere: 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.
Abagize Itsinda: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
Abafotoye: All images are property of PepsiCo International