Integrated Campaign led by Brand Experience & Activation
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
OMD Beirut, LEBANON
Media Placement 2
ANGHAMI Dubai, UNITED ARAB EMIRATES
IMPACT PORTER NOVELLI Dubai, UNITED ARAB EMIRATES
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
SOUNDS GREAT STUDIOS Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Brand Experience & Activation?
This campaign put a different spin on traditional price-related or 1+1 promos, that historically only offered financial value to consumers but no real benefit to brand equity. It allowed Snickers to actually build equity with a promotion that was closely linked to a global creative platform. We achieved all this while also building a strong collaborative relationship with a key retail partner that would usually be uninterested in executing such equity building activities.
Snickers has been warning people about the consequences of hunger for many years. It's been constantly telling people, ‘you’re not you when you’re hungry’ and to grab a Snickers to prevent hunger blunders. But what can we do when people have already made mistakes due to hunger? We decided to evolve the global campaign from preventing hungry mistakes to actually doing something to solve them.
Describe the creative idea (20% of vote)
Snickers Hunger Insurance is the only insurance that covers you for the mistakes you make when you’re hungry. It’s the first insurance of its kind to cover the things that typical insurance does not, paying out in Snickers bars to prevent hunger blunders from happening again. Whether it’s something small like losing your keys or a bit more severe like forgetting an anniversary, as long as you can prove you were hungry at the time, you’ll receive a payout of free chocolate minus a small excess fee (equivalent to the price of one 50g SNICKERS® bar). Anyone who thought they made a blunder when they were hungry could come and make a claim. As long as it’s due to hunger, Snickers will cover it.
Describe the strategy (20% of vote)
Snickers played the role of a semi-real insurance company that covers you for hunger blunders and pays you out in chocolate. We acted not like a chocolate brand but an insurance company, whilst being outside the category. The aim was to cover people for mistakes that warrant sympathy but weren’t serious enough to need ‘real’ insurance coverage. The gap identified in the market: Trivial Everyday Blunders. Since ‘blunders’ was a broad category, we focused on pillars that were most relevant to our audience: tech, social, school & work, grooming, and home-related blunders.
With our key audience being the broad 16 to 30 year old demographic, we identified several key opportunities:
* They are less likely to have insurance, but also more likely to make a blunder.
* The claims mechanism resonates with their media behaviours
* They are our source of growth from a sales POV
Describe the execution (30% of vote)
Just like any insurance, we kicked things off with an infomercial-style video, which asked people to make a claim for their hunger blunders. Testimonial films, social, audio ads and outdoor also drove our noble cause. To make a claim, people had to visit the website, speak to a chatbot, provide a few details of their hunger blunder, and receive a coupon for a payout of SNICKERS® bars redeemable at Circle K stores.
We worked with underwriters to develop an algorithm to assess claims –factoring in things like time of day, mood, location, frequency and severity of the blunder. This data was fed into a bespoke AI chatbot which analyzed thousands of keywords linked to hundreds of hunger-related incidents. All factors added up to a unique payout amount for each individual claim. The bigger the blunder, the bigger the chocolate payout. From 2X all the way up to 50X SNICKERS.
List the results (30% of vote)
The promo had a very direct and positive result not only for SNICKERS sales figures but also for brand health.
SNICKERS also built a strong collaborative relationship with a key retail partner that would usually be uninterested in executing such equity building activities.
21% increase in foot traffic at retail outlets
18% increase in weekly sales during the campaign period
30% increase in brand association with hunger