2011 Winners & Shortlists

The Campaign

Snickers is all about energy. It’s man-fuel. It helps our alpha-male target market keep up with their mates. Snickers and football could be a great team, but how could we stand out when it’s the football crazy summer of 2010, and we have no sponsorship deal? We had to find a way to seize the competitive spirit of Snickers’ market, give them unique bragging rights, and capture the football zeitgeist. Our audience like to boast. So to spread the word, we gave them the ultimate brag: the chance to play in the world’s longest ever football match, fuelled by energy-packed Snickers.

Success of the Campaign

Everyone loved this football story with a human angle. Local celebs were created. TV and radio reports ensured a long tail to the campaign. A TV documentary was filmed and broadcast inverting the normal ‘paid media’ model. Now it wasn’t only the game that was legendary, but the campaign itself. Snickers is now perceived as fuelling something big, exciting, energetic and fun. 9.7 million people engaged, $450,000 of free advertising was created and sales uplifted by an unprecedented 36%. Our bragging rights. Oh, and 42 hours, 5 minutes, 0.48 seconds later we broke the Guinness World Record - history was indeed made. And our audience? They’re now demanding the next big event to brag about!

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

This campaign spanned the Middle East and North Africa. We launched in-store, with activation on-pack and with special ‘goals’ built to appeal to our target market’s competitive nature. The full 'Make Football History' press, radio and TV campaign followed, all pointing to the recruitment microsite which involved a game as part of the entry mechanism. A thorough PR strategy, both online and offline, helped to create awareness, further competition and bolster mens’ masculine reasons for men to take part. All communications carried the 'step up' call to action. The chance to create history gave something so impressive to brag about, the target market spread the word for us far and wide. Even reaching the BBC news in the UK.