|Product / Service||SNICKERS|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|Entrant||I&S BBDO Tokyo, JAPAN|
|Entrant Company||I&S BBDO Tokyo, JAPAN|
|Advertising Agency||I&S BBDO Tokyo, JAPAN|
|Yoshihisa Ogata||I/S BBDO||Exective Creative Director|
|Masaki Honda||I/S BBDO||Creative Director|
|Sei Sugiyama||I/S BBDO||Art Director/Planner|
|Tatsuro Kumaki||I/S BBDO||Planner|
The FIFA World Cup comes once every four years. Snickers wasn't an official sponsor, but still wanted to boost an excitement of Japanese youth for the World Cup, in an entertaining way.
Young males are main target of Snickers and the brand wanted to be a part of this big event for them once in a 4 years.
We changed our name from "SNICKERS" to "SOCCERS" by just changing three letters. We took advantage of Snickers' brand colours matching Japan's national soccer team's colours.
We captured the attention of an excited nation. Fans shared the package and social media also spread the news. - 2,7500,000 media impressions - sales +10% during the campaign period - The campaign cost was ¥0