2014 Winners & Shortlists

The Brief

The Snickers ‘You’re not you when you’re hungry’ campaign has enjoyed it’s fair share of love. We wanted to go a step further and introduce people to the real threats of doing things hungry. In a city like Dubai with over 40 malls, 100 million annual visitors, and a month long epic sale, shopping clearly proved to be a good premise to engage with. 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.

Creative Execution

With this campaign, we were able to tap into a very pertinent and universal human behavior. The quirky nature of the idea 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.

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