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.
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.
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