2017 Winners & Shortlists

The Campaign

‘Who Are You?’ makes the YNTWYH story more relatable by placing it directly into consumers’ hands through 14 new hunger bars. By transforming the iconic Snickers logo into common hunger traits such as Sleepy, Cranky and Clumsy, ‘Who Are You?’ allows consumers to identify themselves and their friends when they are hungry. Researching identification of ones moods and emotions, we realized we were not the first brand in the UAE to ask consumers how they were feeling. That accolade went to brand ‘Dubai’ when in March 2016 the Emirate launched its very own ‘Happiness Meter’ making it the 1st City in the World to measure its residents happiness! This got us thinking. If the 14 Snickers bars were a fun way to identify your own hunger, what about those buying bars before and after you? Who were your neighbours, fellow commuters and the strangers around you when they were hungry?

Creative Execution

With the new bars covering a number of different hunger traits, we focused on utilizing Emarat’s network of LED screens to give us the much-needed flexibility in dealing with the daily rollercoaster of people’s moods. It also enabled us to put the execution into the hands (and stomachs) of our audience! By monitoring Snickers sales of each Emarat petrol station we identified the most popular hunger traits within each community. That sales data then fed into the creative so each location become entirely tailored to its combined state of hungriness! Not only could we showcase how each community was feeling but also prompt its residents to impact the Snickers creative. So if someone in Al Mawrid felt ‘Cranky’ wasn’t a fair description of who they were when they are hungry, they could simply grab a bar and boost sales of a particular trait that matched their symptoms.

By placing ‘Who AreYou?’ firmly in the heart of the Cities communities, we provided people with a fun way of interacting with Snickers and enabled them to participate in the campaign creative. Analysis of YouGov’s BrandIndex showed that our ‘Hungriness’ initiative also contributed to uplifts key brand metrics during the campaign period. Ad Awareness of Snickers rose from 11% to 17.5%, whilst brand ‘Buzz’ increased by 22% and ‘Word-of Mouth’ by 12%. Finally (and rather disappointingly), not all the results were positive. Unfortunately, the City declined Snickers’ offer of supplying it with an ‘Ambassador of Hungriness’!

With Dubai’s Happiness index as inspiration, we set out to measure the ‘Hungriness’ of the City and gauge the symptoms of its communities using sales of new Snickers hunger bars. By monitoring Snickers sales of Emarat stations we identified the most popular hunger traits within each community and fed the data into the creative so each location become entirely tailored to its combined state of hungriness! Not only could we showcase how each community was feeling but also prompt its residents to impact the Snickers creative. Ad Awareness rose 6.5%, whilst brand ‘Buzz’ increased 22% and ‘Word-of Mouth’ by 12%

Insights, Strategy and the Idea

With Dubai’s Happiness index as inspiration, our idea was to do something typically Snickers. We set out to measure the ‘Hungriness’ of the City and gauge the symptoms of its numerous communities using sales of Snickers! To amplify symptoms of Hungriness, community-by-community, we needed a media channel that not only provided relevant reach but was also in close proximity of Snickers point-of-purchase. As the cornerstone of any community and arguably the home of impulsive confectionary purchases, we identified Petrol Stations as the perfect platform. And with 40 stations covering the entire City, serving 800,000 customers daily, there was only one petrol partner - Emarat.