#GETEVENWITHHUNGER

Title#GETEVENWITHHUNGER
BrandMARS INTERNATIONAL INDIA
Product / ServiceSNICKERS CHOCOLATE
CategoryF02. Low Budget Campaign
EntrantMEDIACOM Gurgaon, INDIA
Media MEDIACOM Gurgaon, INDIA
Idea Creation MEDIACOM Gurgaon, INDIA

Credits

Name Company Position
Niti kumar MediaCom Communications Pvt Ltd General Manager
Inderjeet Singh MediaCom Communications Pvt Ltd Business Group Head
Sanjeev Kumar MediaCom Communications Pvt Ltd Investement Group Head
Nitin Dhingra MediaCom Communications Pvt Ltd Associate Investment Director
Rajiv Darshi MediaCom Communications Pvt Ltd Business Director

The Campaign

Could we use the Odd-Even scheme and the debate around it, as an opportunity to bring alive Snickers’ “you are not you when hungry” positioning to life? To get our message to the chocolate consumers in Delhi, one-way communication wasn’t going to be enough. Core chocolate buyers are constantly on the move – commuting to work or going out with friends. If we could connect with them while on the go at a relevant point, Snickers’ message could cut through! Thus was born the #GetEvenWithHunger campaign, where Snickers ambassadors trawled the streets of Delhi during the Odd-Even scheme and gave those, not following the rule, a Snickers® bar, with the message “Seems you’re not being yourself, must be hunger – grab a Snickers and get back to being a conscientious Delhite” – appealing to their pride in the city while also communicating the brand’s main message.

The Brief

Spending less than 1% of the annual budget (0.3 mn INR), we got 2X returns through earned media and PR. The campaign was covered on national news channels and national print, including the premium business daily, Economic Times! We would’ve had to spend 10x this amount to get TV activity on these channels! Our spends were nearly 1/100th of what competition spends on typical multimedia campaigns!

Creative Execution

We started with teaser hoardings: “Driving an Odd number car on Even Day? You must be Hungry. Grab a Snickers”. We sent close to 50 promoters to busy traffic junctions wearing Snickers T-shirts. They interacted with drivers who in the wrong, saying they must have left home hungry…which is why they made the mistake: “Sometimes, the day doesn’t go your way, or you lose the way. So you’re not you. Please have SNICKERS®” 1500+ chocolates were distributed among Delhites Popular RJ’s introduced the activity to Delhites, and prompted them to follow rules to keep Delhi pollution free. A famous Bollywood actress, Sonam Kapoor picked up the activity and tweeted asking people to #GrabaSNICKERS® & #DontDriveHungry Geo-targeted facebook and twitter posts targeted Delhites on social media

Results

With the campaign's presence on Outdoor, Radio, Digital and on-ground, the Total Awareness in Delhi went up by 3% in just 4 weeks! Finally Cadbury-consuming Delhites were noticing Snickers! The Return on Investment was 2X Times ~ the Activation was covered on National news channels like Dilli Aaj Tak, India News and News World India. Economic Times wrote an article headed “Flouted Delhi's odd-even scheme? Have a Snickers chocolate!” on its 16th January issue. The activity was also covered on a popular outdoor advertising portals Facebook posts grabbed the eyeballs of almost 3Lac people; the audience engagement was whooping to 149% in just a few hours. The activity got consumer interest up; we saw conversations around Snickers go up. The on-ground activity helped our audience experience the brand and understand the “You’re not you when you’re hungry” proposition. The burning topical issue in Delhi was perfect to integrate our brandstory

#GetEvenWithHunger campaign was designed to influence consumer behavior and increase brand proposition recall for Snickers, while also driving trial at the back of the activity. It was a one to one activity pegged around the topical Delhi Government ODD-EVEN traffic control scheme. We gave a SNICKERS® bar to all those who were flouting the scheme by driving an odd car on an even day (and vice versa) with the brand message “you are not you when you are hungry” …and this hunger is making you make mistakes! Satiating hunger with Snickers would bring the consumers’ normal, law-abiding self back!

Reaching chocolate buyers and getting across the brand’s communication at a relevant point and eliciting the right reaction from them is what made our strategy work. A multi-media plan was put in place to activate the association with the Odd-Even scheme. While TV carried the regular brand message, Delhi came alive with radio, billboards, digital media, social media and on-ground promoters encouraging Delhites to ‘be themselves’ and follow the government’s guidelines. We knew that earned media would be a natural extension, such was the debate around this topic. We used strategic locations for OOH with large format a day prior, and tied up with Radio RJs to promote the campaign with direct audience interaction. On social we planned a viral campaign with Facebook posts/ tweets from RJs and Sonam Kapoor (Snickers® Brand Ambassador and a famous Bollywood star). Heavy traffic intersections were identified for the direct outreach and sampling exercise.

Links

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