CRISPY SUBTITLES

Short List
TitleCRISPY SUBTITLES
BrandLAYS
Product/ServicePOTATO CHIPS
Category B06. Use of Technology
Entrant HAPPINESS / AN FCB ALLIANCE Brussels, BELGIUM
Idea Creation HAPPINESS / AN FCB ALLIANCE Brussels, BELGIUM
Production HAPPINESS / AN FCB ALLIANCE Brussels, BELGIUM
Credits
Name Company Position
Alan Cerutti Happiness / An FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / An FCB alliance Chief Creative Officer
Gregory Titeca Happiness / An FCB alliance Executive Creative Director
Marc Richard Vander Heyden Happiness / An FCB alliance Creative Director
Mathias Lemielle Happiness / An FCB alliance Concept Provider
Thomas Cappelle Happiness / An FCB alliance Concept Provider
Nick Stillittano Happiness / An FCB alliance Concept Provider
Loan Anh Huynh Happiness / An FCB alliance Copywriter
Nghia Tran Happiness / An FCB alliance Copywriter
Dee Verwaetermeulen Happiness / An FCB alliance Copywriter
Dries Lauwers Happiness / An FCB alliance Head of Design
Aldjia Bessalah Happiness / An FCB alliance Designer
Truc Mai Hoang Anh Happiness / An FCB alliance Art & Motion
Thuy Pham Vuong Bao Happiness / An FCB alliance Art & Motion
Remke Faber Happiness / An FCB alliance Head of Motion
Trung Thai Thanh Happiness / An FCB alliance Motion Designer
Seth Michielsen Happiness / An FCB alliance Motion Designer
Nhat Qui Happiness / An FCB alliance Head of Performance
Tien Phan Cam Happiness / An FCB alliance Performance & Data Planner
Linh Nguyễn Happiness / An FCB alliance Strategic Planner
Son Nguyễn Happiness / An FCB alliance Account
Ngọc Le Happiness / An FCB alliance Account
An Nguyễn Happiness / An FCB alliance Account
Giang Ngo Happiness / An FCB alliance Account
Bart Vande Maele Happiness / An FCB allaince Producer
Loc Nguyen Happiness / An FCB alliance Platform Analyst
Hieu Phan Duc Happiness / An FCB alliance Community Outreach
Thomas Colliers BLISS Innovative Maker Studio Head of Technology
Joni Allaert BLISS Innovative Maker Studio Digital Project Manager

Why is this work relevant for Direct?

A truly unique new use of targeted Voice technology on Youtube by the crispiest chips of all: automatically turned on subtitles every time your computer detects crisp sounds! Making Youtube binge watching and snacking at the same time a much better experience

Background

South East Asia is a highly saturated snack market with plenty of competing brands. So, how do we make Lay’s Potato chips the coolest chips around, especially towards an audience that spends hours and hours eating crisps while streaming video, but doesn’t pay enough attention to ads.

Describe the creative idea (30% of vote)

It’s an ‘age-old problem’: you can’t hear a thing when you’re crunching chips while while watching movies or any other content. And as much as it is a first-world problem, not being able to hear video while eating chips is something we’ve all experienced (and reaching for a laptop’s volume buttons with greasy fingers just creates even more problems). Luckily, Lays came to the rescue with Crispy Subtitles. A Chrome extension to Youtube that automatically activates subtitles every time it detects that you are munching chips. Yes indeed, ‘crisp-activated subtitle technology’ to allow you to make binge watching a better experience.

Describe the strategy (20% of vote)

Key audience for Lays 15-25. They are very active on youtube, and open to trying new things. Traditional advertising does not work on this group. So we had to find a way to get them to interact with, share, and start a conversation around the uniqueness of Lays - being the crispiest chip of all. Crispy Subtitles was conceived and made in Belgium but locally launched in Vietnam at Lunar New Year, when Youtube traffic in the region increases with 600%. Via influencers and tech press, it spread organically across social groups and onto Vietnam’s largest forums and publications. Then it quickly went beyond borders. The global tech and broader community loved this, being talked about on the largest websites, podcasts, and reviews. With 1.5 billion people watching Youtube every day, this ‘Lays subtitle technology’ was something clearly relevant to everyone.

Describe the execution (20% of vote)

This ‘crisp-activated subtitle technology’ was achieved by feeding machine learning with 178 hours of audio recordings of people eating chips, from all over the world. From this, the Google Chrome extension - plugin- was built. Once downloaded, the extension will activate LAYS-branded subtitles on Youtube the second it detects crisp sounds. So to be clear: crisp sounds = subtitles. No more crisp sounds, no more subtitles. The ‘crispy subtitles’ shows specific subtitles in Lays colour (yellow) and it will also briefly display the Crispy Subtitles logo in the top right corner. The crisp-activated subtitles will always be shown in your preferred language, since the extension automatically links to the language settings of your computer.

List the results (30% of vote)

Considering the brief - how to make Lays the coolest chips around – the success was phenomenal. The plugin was being written about and shared across communities with ridiculously high engagement (+1085% compared to other Lays campaigns) on Facebook, Youtube, and TikTok. Within a week Crispy Subtitles was listed on Google search trends and featured in approximately 200 global publications, vlogs, podcasts, and talk shows. With 1.2 billion impressions, $9,000,000 in earned media, a global reach of 210,000,000 people and thousands of downloads in 80 different countries - achieved with a 15,000 dollar budget only - Lays managed to get a crazy 600:1 return on investment.