SNICKERS HUNGER ANGER

TitleSNICKERS HUNGER ANGER
BrandMARS
Product / ServiceSNICKERS
CategoryA09. Best Use of Social Media Marketing
EntrantSTARCOM MEDIAVEST GROUP Bangkok, THAILAND
Media Agency STARCOM MEDIAVEST GROUP Bangkok, THAILAND
Entrant Company STARCOM MEDIAVEST GROUP Bangkok, THAILAND
Media Agency 2 STARCOM MEDIAVEST GROUP Bangkok, THAILAND

Credits

Name Company Position
Siriluck Chunvorachaikul Starcom Manager
Pacharee Permvongusawa Starcom Digital Group Head
Narongchai Pratumsuwan Starcom Experience Designer

Results and Effectiveness

As a result of the campaign we saw over a million video views. Over 100,000 users contributed or shared user generated content of the movement through various online channels. The movement also spilled into the mainstream media with content regularly featured on news and entertainment programs, further extending our reach to Thai youth. Most crucial of all, sales and market rank for Snickers have risen steadily. The brand recorded a massive sales jump of 33% YOY. In terms of market rank, Snickers has gone up four positions to the #3-ranked chocolate brand in the market in terms of sales value.

Creative Execution

We started an unbranded Facebook page called “This is Anger Hunger”. We then seeded a parody video with a character called “Angry” on YouTube, local online video sites, and Facebook. “Angry” was a popular Thai actor, well-known for his tantrums on sets and his fights in the streets and the spoof video portrays him going berserk over a trivial situation because of hunger. Having seen Angry’s video, we then asked consumers to contribute content on situations and moments where “Anger Hunger” could strike, and to post these moments on Facebook. A plethora of videos and photos depicting, spoofing or parodying “Anger Hunger” then exploded online and were contributed by consumers and re-seeded by us. At the height of the “Anger Hunger” movement, a second music video, rocking “Gangnam Style” vibes with “Angry” as the lead, made the rounds, heralding another flurry of online ‘Likes’, views and content contribution by consumers.

Insights, Strategy and the Idea

Mars had not invested enough in marketing Snickers and had a 3% SOS in a cluttered, competitive marketplace. Additionally, their global positioning of “Hunger Satisfaction” and “You are not you when you are hungry” didn’t resonate with Thai youths. We needed to boost sales quickly and we believed the concept of “Hunger Satisfaction” needed a local execution that was relevant so that the brand proposition can better connect with Thais. With the recent political rallies and floods, we sensed a great deal of residual angst. Unique to Thai youth culture was their penchant for humor and the dramatics. Our idea was to bring Snickers’ tagline “You are not you when you are hungry” to life, in an ironic yet relevant way. Our movement meant youths could depict “Hunger Satisfaction” and “Anger Hunger” moments in their own unique and humorous way, while associating Snickers’ as a remedy for their hunger.