2011 Winners & Shortlists

Results and Effectiveness

At 2:05 am after 42 hours, 5 minutes, football history was made. Snickers brought together 36 players from 10 Arab countries to break the record by 6 hours. Snickers engaged Arab youth and gave them something to brag about - 5,000+ followers posted 2,700 posted words of encouragement on Facebook - 8 minutes per visit - 5x the industry average! - 20+ million impressions - 150,000 interactions - $450,000 in PR value WLFM moved stock and built brand equity - +36% sales increase - +1.7 point value share - highest ever in top hypermarkets in KSA & UAE - +16% growth in association with ‘don’t stop’ attribute

Creative Execution

We launched www.makefootballhistory.com - invited football fans from across the region to make history by registering on our site. To drive awareness and traffic we played where they played – in their football portals, blogging sites and Facebook. Once registered, consumers were faced with football quizzes & online games testing their football knowledge and skills. Top performers moved on to the physical challenges where Snickers assessed their stamina to play the 36+ hours needed to break the record for the World’s Longest Football Match (WLFM). The teams were sent to Qatar to make history and bring bragging rights back home to friends & family. The official Fan Page launched at kick off with photos and videos uploaded in real time. Players became hometown celebrities through radio interviews on game day. After breaking the record, players bragged about their achievements on Facebook, sending messages, videos and statements which went viral.

Insights, Strategy and the Idea

How do you activate around the World Cup when you’re not an official sponsor, but 95% of your target group lists football as their preferred sport? How do you excite an audience when no Middle East nation has qualified? How do you remain true to Snickers communication strategy 'Don’t Stop' and 'Step up', a proposition where Snickers is seen to fuel your energy? Simple: you create a football experience, rooted in endurance that has the scale to get people to cheer. Young Arabs are all about boasting and bragging. It’s about becoming neighbourhood legends. Our strategy: to get young guys involved in a campaign where they could show their skills and achieve something everlasting. Playing a Guinness World Record-breaking match was far better than sitting at home, rooting for teams you can’t call your own. Where would we stage such an ambitious event? Qatar - home to World Cup 2022.