Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale ka Dennis Furniss

Moralo oa Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale ka Dennis Furniss ke mohlodi oa khau e hlomphehang haholo ya 2021 Moputso oa Khauta oa A' Design Award Mokhahleong oa Tlhodisano oa Moralo wa Papatso, Kgwebo le Puisano.

KhautaPapatso· 2021

Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale

ka Dennis Furniss

Moreki: Doritos

Mohlodi oa Moputso oa Khauta oa A' Design Award Mokhahleong oa Papatso

98,262

Mohlodi oa Khau ea Netefaditsweng

Netefatsa Boemo ba Khau bakeng sa #122993

Etela Sebaka Sheba ho A' Design Award Tokollo ya Boraditaba Baeche ya Moputso

Mebala

Moralo

Mabapi le Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale

One Kiss, One Donation ke letšolo la papatso ya dijithale le entsweng bakeng sa Doritos ho tshehetsa setjhaba sa LGBTQ. Letšolo lena le ile la mema batho ho arolelana difoto tsa bona ba fana ka kako ho metswalle, malapa le baratuwa ba bona. Kako e nngwe le e nngwe e arolelanweng e ile ya fetolelwa ho monehelo wa ditjhelete ho setjhaba sena. Letšolo lena le ile la phatlalatswa ka thelevishene, mecha ya ditaba tsa setjhaba, ditsela tsa inthanete le diketsahalo tse tshwailweng ka lebitso la khampani. Le ile la sebediswa ka dikgwedi tse pedi Mexico le Brazil mme la fumana dikarabo ho tswa lefatšeng lohle. Sepheo e ne e le ho kopanya batho nakong ya ho itlhopholla setjhabeng.

Kamohelo

Mabapi le Moputso oa Khauta oa A' Design Award

Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.

Ka Mora Moralo

Sete ya Boraditaba

Litlhaku, ditho tsa sehlopha le lintlha tsa botekgeniki tse fanoeng ke moetsi wa moralo.

Boleng bo Ikhethang: 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.
Boholo le Phuthelo: Does not apply
Lithegi: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
Theknoloji ya Tlhahiso: We leveraged a marketing mix of TV, social media, online, branded activations.
Phephetso ya Moralo: 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.
Dipatlisiso: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
Kgothaletso: 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.
Nako ya Projeke: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
Tsamaiso ya Mosebetsi: 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.
Litho tsa Sehlopha: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
Litlotla tsa Setshwantsho: All images are property of PepsiCo International