2014 Winners & Shortlists

HUNGRY PURCHASE RESALE

Bronze

Case Film

Presentation Board

BrandMARS
Product/ServiceSNICKERS
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryDigital Media in a Direct Campaign
Entrant Company IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Advertising Agency IMPACT BBDO Dubai, UNITED ARAB EMIRATES

The Brief

Dubai is truly a shopper’s paradise. Its 40+ malls attract over 100 million visitors every year. Things go particularly crazy during the epic month long sale. With everything, right from stationery to super cars being offered at slashed prices, shoppers are in rapt attention. Snickers wanted a share of this attention too. To break through all this clutter, tongue-in-cheek was the way to go.

Creative Execution

With this campaign, we were able to tap into a very pertinent and universal human behavior. The quirky nature of the idea perfectly suited the Snickers brand tone perfectly and we were able to activate the much loved ‘You’re Not you when you’re hungry’ platform at a very real level.

Describe the creative solution to the brief/objective.

We started with the insight that often during sales, people buy things they later regret. The campaign ‘Snickers Hungry Purchase Resale’ blamed these bloopers on hunger. Innovative banners took over the landing page of Dubizzle.com, the region’s leading classified website. These banners actively helped promote, and thereby sell, items people purchased under the influence of hunger. One could upload items they wanted to foist straight to a prime space ad, developed by us. These ads were easily spotted by visitors on the site and clicking on them redirected them to the classified ad posted by the said hungry person.

Results

In just a week, we received 200+ submissions Which translates to 200 real people vouching for the brand on a website that attracts over a hundred thousand visitors a day The interactive banners attracted a click through rate of almost 5 times that of the industry standard 80% of the items posted, were sold on the very same day

Credits

Name Company Role
Fadi Yaish Impact BBDO Regional Executive Creative Director
Jamie Kennaway Impact BBDO Associate Creative
Akhilesh Bagri Impact BBDO Associate Creative Director
Melis Izgi Impact BBDO Account Director
Katie Guy Impact BBDO Senior Account Manager
Tania Bilani Impact BBDO Account Executive
Samantha Stuart/Palmer Impact BBDO Group Account Director
Talal Sheikh Elard Impact BBDO General Manager
Alexandre Guimaraes Impact Proximity Project Director
Wim Coetzee Impact Proximity Technical Lead
Taraka Tennakoon Impact Proximity Art Director
Mustafa Khusalgadwala Impact Proximity Senior Flash Developer
Benjamin Schwartz Impact Proximity Digital Account Manager
Charlotte West Mars GCC Vice President Marketing
Valdir Nascimento Mars GCC Regional Marketing Manager