Brand | MARS |
Product/Service | TWIX |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Web Service / App |
Idea Creation
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Production
|
IMPACT PROXIMITY Dubai, UNITED ARAB EMIRATES
|
Background.
Twix has ran a brand platform that teases the public about the “difference” between Left and Right for a number of years. It’s often brought to life on TV and in digital video content, using creative executions personifying Left and Right as two people. For the first time ever, we invited the public to join the story and put themselves at the heart of the brand’s Left and Right debate.
Describe the creative idea.
The creative idea is to ask the public to “pick a side” in the ongoing left and right debate by submitting a selfie online. The selfie was then mirrored - creating two new photos - one made out of two lefts and one made out of two rights. The user could then “pick a side” by sharing their preferred photo across social media. Essentially creating an advertisement for our “Two Lefts” or “Two Rights” Twix packs.
Describe the strategy.
Strategically we identified personalisation as a key way to overcome the failure to understand the Twix brand platform - a common barrier faced in our region. We then decided that tapping in on an existing social practice used by our target audience would help in the translation of the key message. By inviting people to become part of our campaign and asking them to literally “Pick A Side”, we were able to deliver our brands communication in a engaging and salient way.
Describe the execution.
To execute the idea we launched a series of print, outdoor, and digital advertisements that illustrated what happens when you apply the Twix duality to someone’s face. A call to action asked people to “Pick A Side”, the brands tag line and to generate their own version of the ad on our microsite. On the custom built site, users could take or upload a selfie and then share the results across social media further driving awareness.
List the results.
+38% love vs the period to the campaign
83% positive sentiment
+15% of brand buzz vs the period to the campaign
Credits
Dani Richa |
Impact BBDO |
Chief Executive Officer |
Paul Shearer |
Impact BBDO Dubai |
Chief Creative Officer |
Tres Colacion |
Impact BBDO Dubai |
Creative Director |
Giancarlo Rodas |
Impact BBDO Dubai |
Associate Creative Director |
Simone Milani |
Impact BBDO Dubai |
Copywriter |
Enrico Motti |
Impact BBDO Dubai |
Art Director |
Ben Griffiths |
Impact BBDO Dubai |
Associate Creative Director |
Logan Allanson |
Impact BBDO Dubai |
Creative Director |
Muaath Ali |
Impact BBDO Dubai |
Frontend Developer |
Marc Villeres |
Impact BBDO Dubai |
Backend Developer |
Frances McCabe |
Impact BBDO Dubai |
Regional Account Director |
Salma Shahin |
Impact BBDO Dubai |
Senior Account Manager |
Emma Jane Randall |
Impact BBDO Dubai |
Account Executive |
Links
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