Integrated

Countdown To Kit Off

PepsiCo

Issue 41 | December 2016

Agency

AMV BBDO

Creative Team

Chief Creative Officer Paul Brazier Art Director Sonny Adorjan Copywriters Andre Hull Sonny Adorjan

Production Team

Photography Production Company Wren Artists Photographer David Stewart Photographer Agent Jennifer Turner Retouching John Swift @ The Colour Company

Other Credits

Agency Planner Steve Hopkins Agency Account Handler Kate Harris Agency Project Manager Duncan Collins Agency Producers Jaki Jo Hannan Chris Reed Media Agency OMD Media Planners Hannah Stockton Clare Sargeant Georgia Perrin

Date

April and May 2016

Background

The Walkers brand originated in the town of Leicester. They had been a sponsor of Leicester City football club for many years. Their ambassador, Gary Lineker, was both a former Leicester City player and the host of the UK's largest TV football show.

In December 2015, Gary tweeted that if Leicester won the league he would present Match Of The Day in nothing but his underpants.

As one of the greatest sporting underdog stories in history began to unfold, with Leicester actually winning the title, Walkers became part of the story.

Idea

'Countdown To Kit Off' was a cheeky digital striptease inspired by Gary Lineker's much celebrated pledge.

Mobile digital screens in Leicester and, for the final two games, in Manchester and London showed Gary covered from head to toe in Walkers crisp packets. The closer Leicester got to the Premier League trophy, the fewer crisp packets there were to conceal his modesty.

The images reacted in real time, so for every point won, packets of crisps would disappear or reappear.

When Leicester finally won the league, the final pack was removed to reveal a brand new limited edition Walkers Salt & Victory pack. A Salt & Victory pack was left on every seat in the stadium for the final home game as a gift to the fans.

Results

The image of Gary in his pants (with his modesty concealed by packs of Walkers crisps) became Leicester's unofficial mascot with the images held up as banners in and around the stadium.

The fans went crazy for the limited edition packs and they even became collectable souvenirs.

The campaign was picked up by the national news and had a total reach of 1.5 billion.

715,000 people engaged with Walkers during the campaign.

Our Thoughts

When brands behave like people rather than like brands, then they become altogether more interesting. Once Gary Lineker had made his rash promise to appear in front of millions on live TV in his underpants, the fact that Walkers joined in the fun will have pushed them from being much-liked to well-loved – and not just in Leicester. Tactically smart to respond immediately to the story when it first emerged, Walkers really hit the jackpot in social media when they produced Salt & Victory to celebrate.