2017 Winners & Shortlists

ROCKSTAR

Silver Campaign

Case Film

Presentation Image

Client/BrandMARS
Product/ServiceSNICKERS
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
2 of 2 Campaign
Type of EntryOnline Video
CategoryInteractive Video
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production GOOD PEOPLE Beirut, LEBANON
Additional Company LIZARD VFX Cairo, EGYPT
Additional Company 2 SERENA Dubai, UNITED ARAB EMIRATES
Additional Company 3 MANGO JAM STUDIO DUBAI, UNITED ARAB EMIRATES

The Campaign

Why watch a pre-roll when you can play one? These pre-rolls spots sought to engage audiences by turning the pre-roll into a game viewers could “play” using the only input available: The Pause button. At certain intervals throughout the two spots, a Snickers bar crosses the bottom of the screen. The viewer is challenged to “catch” the Snickers by way of a perfectly timed press of the pause button. With a little luck and timing, the title characters could be transformed back into their original selves.

Creative Execution

Our films were designed to be played as pre-roll ads on YouTube, and automatically played before our target audience’s selected videos. People were also directed to the videos from the Snickers’ social media pages.

Reach: Over 2 million total views in first week of launch. An unprecedented 92% audience retention rate, 78% higher than the industry standard. That means that the vast majority of viewers chose to watch the spots to the very end. Source: YouTube, Facebook analytics, February 2017

Snickers target market covers millennials who have grown up in an era of videogames. As such, they instinctively understand gamification and seize upon any opportunity to play. Using design and sound elements from classic 8-bit gaming, our videos primed our audience into game mode from the get go and convinced them to stick with the video to the end.

Credits

Name Company Position
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Jamie Kennaway Impact BBDO Dubai Creative Director
Steve De Lange Impact BBDO Dubai Creative Director
Dio Santos Impact BBDO Dubai Associate Creative Director
James Elgie Impact BBDO Dubai Motion Graphics Lead
Joris Bosdriesz Impact BBDO Dubai Editor
Anju Purushot Impact BBDO Dubai Senior Producer
Ann Geleen Amparado Impact BBDO Dubai Post Producer
Samantha Stuart-Palmer Impact BBDO Dubai General Manager
Frances McCabe Impact BBDO Dubai Regional Account Director
Lina Ghulam Impact BBDO Dubai Senior Account Manager
Maged Nassar Good People Director
Michel Abou Zeid Good People Executive Producer
Pierre Mouarkesh Good People DOP
Rajaa Chami Impact BBDO Dubai Agency Producer
Links
Social Media URL