|Title||SNICKERS HUNGER BLUNDER|
|Product / Service||SNICKERS|
|Category||A01. Best Use of Screens|
|Entrant||STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA|
|Media Agency 2||STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA|
|Entrant Company||STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA|
|Media Agency||STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA|
|Kate Gangitano||Starcom Mediavest Group||Account Manager|
|Laura Henry||Starcom Mediavest Group||Account Manager|
|Cate Kealy||Starcom Mediavest Group||Account Director|
|Pat Doble||Starcom Mediavest Group||Business Director|
The Snickers Hunger Blunders have been a resounding success. • 21 content pieces running in program nationally within the Project • Combined cumulative audience of over 13.5million • In excess of 30 minutes of prime-time TV content in program • A budget stretch of over 40% on activity We knew we resonated locally when we saw a 29% increase in agreement with the statement ‘Snickers is a brand for down to earth people’ (from 21% pre campaign to 27% post campaign) Brand salience measures increased by 10% And most importantly, sales increased by over 18% from pre-campaign to post campaign.
We created the Snickers Hunger Blunders – a series of segments existing within programmes, each designed to closely reflect content of the program itself. The program was The Project, which takes a light-hearted look at the day’s news. This provided the perfect environment for Snickers to utilise entertaining and fresh content. We created a weekly Hunger Blunders segment, which ran for 21 weeks. It contained a multitude of quality content sourced from around the globe, repackaged and introduced by a regular panel member. Each segment contained an opening Snickers branded screen, followed by the content, before the host reminding people that ‘you’re not you, when you’re hungry’. It featured everything from the Queen adjusting her underwear, to prominent local politicians explaining that ‘unemployment starts when people don’t have jobs’.
We took a global campaign, centering on American celebrities and translated it for the local market. We knew ‘You’re not you when you’re hungry’ was a precise and effective brand insight and an amazing campaign; we needed to marry it with an Australian sensibility that would leverage and strengthen the equity of the down to earth chocolate bar. Just like a Snickers bar, Australian’s pride themselves on being down to earth, there’s nothing they like more than having a laugh at themselves or even someone else! We showed real people, making real mistakes, in real time. We created ongoing examples of what happens to people when they don’t eat. We knew we wouldn't be able to create a TVC with fresh content every time someone put their foot in it. To stay relevant, it lived within existing environments, whilst staying true to the Snickers brand, as well as its audience.