AUSSIE BUILDERS

Short List
TitleAUSSIE BUILDERS
BrandMARS CHOCOLATE AUSTRALIA
Product / ServiceSNICKERS
CategoryD01. Online Video
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Entrant Company CLEMENGER BBDO MELBOURNE, AUSTRALIA
Advertising Agency CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media Agency STARCOM MEDIAVEST GROUP Melbourne, AUSTRALIA
Production Company THE SWEET SHOP Melbourne, AUSTRALIA

Credits

Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Executive Creative Director
Andre Hull Clemenger BBDO Melbourne Copywriter
Lee Sunter Clemenger BBDO Melbourne Art Director
Jennifer Chin Clemenger BBDO Melbourne Group Account Director
Tim Clark/Berlin Abraham/Sam Ayre Clemenger BBDO Melbourne Account Director And Account Management
Lisa Moro Clemenger BBDO Melbourne Senior Producer
Matt Pearce Clemenger BBDO Melbourne Strategic Planner
Michael Derepas Clemenger BBDO Melbourne Planning Director
Chris Baker Clemenger BBDO Melbourne Social Lead
Nick Kelly The Sweet Shop Director
Wilf Sweetland/Edward Pontifex The Sweet Shop Managing Director/Executive Producer
Nikolas Aulich The Sweet Shop Producer
Andrew Dunlop/Chas Mackinnon/ Jimmy Harmsworth Freelancers Cameraman
Graeme Pereira The Butchery Editor
Eugene Richards The Refinery Flame Artist
Matthew Graham Mars Chocolate Australia Marketing Director
Brad Cole Mars Chocolate Australia Group Marketing Manager
Stevo Williams Flagstaff Studios Sound Designer/Engineer

Creative Execution

We took over a construction site in the heart of Melbourne, replaced the builders with actors and flipped their usual behaviour, by having them shout empowering statements at unsuspecting members of the public; we then filmed the reactions in secret. To be successful, the content had to resonate with our audience and be easily shareable across multiple platforms to maximise exposure. The video was uploaded to YouTube, then distributed as content to key blogs, websites and seeded with influential mass media outlets to generate a groundswell to ignite conversation.

In 2 weeks the video generated over $11 million in earned media, 238 million earned media impressions, 680,000 shares and 3.5 million views. We were the most shared video on YouTube in Australia and made the top five globally. Making it the most socially engaged campaign in Snickers history. Due to the stunt's viral success, all paid advertising was pulled and we finished up with an ROI of $441 earned media value for every $1 spent. And best of all Snickers came out on top with positive sentiment of our controversial video of 60%.

The Snickers 'You're Not You When You're Hungry' campaign platform comes to life effortlessly in TV. The use of celebrities generates huge talkability in mass media. However, celebrities are expensive, which makes extending the campaign beyond TV cost prohibitive for a small market like Australia. Therefore, our challenge was how to expand our presence outside of TV and find 'new news' about our well known campaign platform. With limited budget, a celebrity was out of the question. Our target audience are young males, they know that Snickers is a funny brand, but they may be getting too familiar with our formula, so we decided to create a viral stunt that brought the campaign idea into the real world, and gave it some new life and surprise. We flipped the stereotypical behaviour of builders and filmed the public's reaction. We knew if our audience found it funny, they'd share it.

Links

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