Making Science

Cavai and Seedtag help Lay’s to spread the word of its Iconic Restaurant Flavours with innovative, conversational campaign  

David Murphy

Cavaithe leading conversational advertising cloud, has launched an innovative campaign with PepsiCo’s potato crisps brand Lay’s in the Benelux, leveraging creative, conversational formats at scale within targeted content online thanks to a unique combination of its conversational formats and contextual advertising company Seedtag’s in-content placements.

Cavai has built the world’s leading global conversational advertising cloud and is working closely with brands, publishers and agencies to enable conversational experiences which boost audience engagement. Its clients experience hugely increased ROI thanks to its non-interruptive ad formats which enable two-way dialogue between audiences and brands.

In recent weeks, Cavai has worked with Lay’s to build engagement with their consumers to ask them to vote for their favourite flavour for their recently launched flavours in collaboration with quick serve restaurants KFC, Subway and Pizza Hut. Conversational ads for the new range have been placed in key images within premium content thanks to Seedtag's Contextual AI Technology. These innovative, tailored placements are resulting in higher attention and viewability rates than standard IAB-sized formats.

What’s more, as part of this campaign, Lay’s also found that consumers were 28 per cent more likely to start a chat within Seedtag’s in-content placements. The ads’ viewability rate, meanwhile, stood at 60-65 per cent.

Rogier Lammers, VP, Sales, Central Europe at Cavai, explains: “Seedtag and Cavai have proven a great match. At a time when contextual advertising is more critical than ever, the power of harnessing machine learning and artificial intelligence and combining it with cutting-edge creativity is powering the most relevant and engaging communications in a privacy-first world. This campaign outperformed expected results and achieved a viewability rate of 65 per cent.”

Mirthe Enklaar, Brand Manager Lay’s at PepsiCo Benelux added: “It has been a pleasure to work with Cavai and Seedtag for our Lay’s Iconic Restaurant Flavours campaign. This collaboration enabled us to engage with our consumers when it suits them – on their terms and within their universe of interest.”

Jeroen Wirz, Sales Director at Seedtag, and a specialist in contextual advertising, said: “Premium content and brand-safe solutions are more critical today than ever. Together with Cavai and Lay’s we have successfully combined text and image in conversational formats to seize attention and to deliver on brand objectives in a non-intrusive way. Indeed, eye-tracking has shown that in-content ads capture attention faster and retain it longer – thereby delivering outstanding performance.”

This campaign comes hot on the heels of the news that Cavai has raised over £6.5 million to drive significant international expansion, at a time when its privacy-by-design conversational advertising solutions are recognised by growing numbers globally.

Cavai was founded in Oslo in 2018 and now has over 70 employees globally. As the company continues its global expansion, it is developing next-generation, user-centric marketing solutions which enable one-to-one dialogue with consumers across a variety of formats. Cavai will also be launching conversational ecommerce solutions which will integrate with local payment solutions providers and enable in-ad purchases.

As marketers move away from interruptive formats and seek privacy-by-design solutions to personalise communications and generate insights, conversational formats have helped Cavai’s clients to stand out from the competition and drive ROI whilst enabling true interactivity and bringing much-needed humanity to brand communications.