HUNGRY BARBER

TitleHUNGRY BARBER
BrandMARS JAPAN
Product / ServiceSNICKERS
CategoryA04. Targeted Ambient Media: Large Scale
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company I&S BBDO Tokyo, JAPAN
Advertising Agency I&S BBDO Tokyo, JAPAN
Production Company FRONTIER INTERNATIONAL Tokyo, JAPAN

Credits

Name Company Position
Yoshihisa Ogata I&S BBDO Exective Creative Director
Masaki Honda I&S BBDO Creative Director
Sei Sugiyama I&S BBDO Art Director
Tatsuro Kumaki I&S BBDO Planner
Dota Kawai I&S BBDO Planner
Kyohei Morita FRONTIER INTERNATIONAL Producer
Naoyuki Nakagawa Platinum Inc. PR Producer
Makoto Aoki Niban Kohboh Producer
Yoshitomo Yao Niban Kohboh Director
Nobuo Hayakawa Calypso Event team
Mc Boo Kb.jp Event team

The Brief

The Snickers ‘YOU’RE NOT YOU WHEN YOU’RE HUNGRY’has been a successful TV campaign worldwide, as well as in Japan. But the celebrity-heavy TV approach can be expensive. Our challenge was how to expand our presence outside of TV and find‘new news’about our well known campaign platform with limited budget. We opened a barbershop on the street of Omote-sando in Tokyo, hair saloon mecca. It looks like an usual barbershop, but only offers strange and out-of-date hair styles by barbers not their usual selves due to hunger. Young people visit the shop in this year-end party season, hoping to get an attention and become a topic of conversation. Haircuts are being done with no charge, but the customers are asked to upload the hairstyle onto SNS to spread the word.

Creative Execution

Our challenge was how to expand our presence outside of TV and find‘new news’about our well known campaign platform with limited budget. We opened a barbershop on the street of Omote-sando in Tokyo, hair saloon mecca. It looks like an usual barbershop, but only offers strange and out-of-date hair styles by barbers not their usual selves due to hunger. Young people visit the shop in this year-end party season, hoping to get an attention and become a topic of conversation. Haircuts are being done with no charge, but the customers are asked to upload the hairstyle onto SNS to spread the word.

Describe the creative solution to the brief/objective.

Our target audience are young males who love jokes, so we decided to create an event that brought the campaign idea into the real world, and gave it surprising.

Results

$80 thousand pop-up store gained over 500 free media exposure and generated $3 million in earned media. It finished up with an ROI of $40 earned media value for every $1 spent and succeed to deliver the brand message in a unique & effective way. We successfully created a new dimension for our campaign.