Snickers / UAE / 2020Digital & Tech · Creative Commerce · Promo · Film · OOH
Hunger Insurance.
Snickers created a playful insurance service that paid out in chocolate bars for mistakes made when hungry.
- Brand
- Snickers
- Agency
- Impact BBDO Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2020
The challenge
Extend the brand's long-running hunger platform beyond warning about mistakes to offering a playful remedy after they happen.
The idea
People submitted hunger-related blunders to an online chatbot, which assessed the claim and issued a coupon for Snickers bars. An infomercial, testimonials, social and outdoor media drove people to the experience.
Results
- The Caples case reports a 21% increase in retail foot traffic and an 18% increase in weekly sales during the campaign (https://caples.org/2020-winners-results/?cat=Branded+Content&id=516).
Case study source: Contagious Source ↗
Awards
- Cresta Awards 2020Ambient and Experiential – Experiential campaignSilver
- Cresta Awards 2020IntegratedSilver
- Dubai Lynx 2021 — Grand Prix, Digital (https://lbbonline.com/news/middle-east-marvels-check-out-the-grand-prix-winners-from-dubai-lynx-2021)
- Dubai Lynx 2020/2021 — Silver, Brand Experience & Activation / Integrated Campaign (https://d2tlfce4un01ic.cloudfront.net/dubai/downloads/previous_winners/Dubai_Lynx_2020_2021_Brand_Experience__Activation_Winners.pdf)
- Loeries 2020 — Bronze, Digital / Data Driven Campaign (https://modernmarketing.co.za/loeries-announces-2020-award-winners-during-creative-week/)
Credits
- Brand
- Snickers / Mars
- Creative agency
- Impact BBDO Dubai
- Chief creative officer
- Paul Shearer
- Executive creative director
- Ali Rez
- Creative director and copywriter
- Jamie Kennaway
- Art director and designer
- Hyun Seo Yoo
- Copywriter
- Jason Velasquez Burayag
- Director
- Joris Bosdriesz
