HUNGERITHM

Grand Prix

Case Film

Presentation Image

TitleHUNGERITHM
ClientMARS CHOCOLATE AUSTRALIA
Product/ServiceSNICKERS
CategoryA01. Fast Moving Consumer Goods
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Idea Creation CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media STARCOM MELBOURNE, AUSTRALIA
Production CHE PROXIMITY Melbourne, AUSTRALIA
Contributing THE JACKY WINTER GROUP Melbourne, AUSTRALIA
Contributing 2 FINCH Melbourne, AUSTRALIA
Contributing 3 MARS CHOCOLATE AUSTRALIA Wendouree, AUSTRALIA

The Campaign

To modernize “You’re Not You When You’re Hungry” and also make price something worth following outside the store, we created the Hungerithm. A hunger-algorithm that that monitored online mood and lowered SNICKERS® prices accordingly at every 7-Eleven in Australia. The angrier the Internet got, the cheaper SNICKERS® became, with prices dropping to as low as 82% off the normal price.   The Hungerithm was built on a 3,000-word lexicon and analyzed over 14,000 social posts a day to determine sentiment. It even understood slang and sarcasm.   Once mood was established, it was assigned to one of ten price points, ranging from $1.75 AUD (roughly $1.30 USD) when people were “PRETTY CHILL” to 50 cents AUD (roughly 30 cents USD) when they were “LOSING IT”.   The Hungerithm ran live 24/7 (updating 144 times a day) at SNICKERS.com.au, where users simply clicked a button to generate a 7-Eleven barcode right on their phones.

Creative Execution

The campaign was rolled out in two phases: awareness and conversion. Awareness involved a PR push to over 50 publishers, which resulted in coverage in over 150 publications, an online video which was pushed out across social platforms and online pre-roll. The conversion phase involved time-targeted messages across mobile banners, digital radio and video. These conversion messages involved talking to people on their commute to work, in-between meals and on their way home – all times when they’re most likely to be angry and need a SNICKERS®®. The campaign ran for 5 weeks, launching on May 24, 2016 and ending on June 27.

One-in-five people redeemed a barcode from the site. The campaign was covered in over 150 articles including features in global publications like Mashable, Inc Magazine and Creativity Online. Press was overwhelmingly positive, with comments like “…an ingenious Australian advertising campaign, when the Internet gets angry the price of SNICKERS® will drop. Feed your rage, people,” from Mashable. The PR coverage equated to $1.4m in earned media value. Plus the campaign had over 30 million media impressions, uniquely reaching 4 million people in Australia alone.

The SNICKERS® Hungerithm campaign leveraged an array of existing media, ranging from social videos to time-targeted Spotify ads to in-store messaging. But it also created new media of sorts, by taking the current in-store price of SNICKERS® and turning it into something worth following. Users could follow it at the Hungerithm website, where they could not only see the price updating every 10 minutes, but also read social posts that showed why the Internet felt a certain way at a given moment.

Insights, Strategy and the Idea

Despite the fact that the Internet enlightens and entertains us, it can also be an angry place. We noticed that outbursts of anger, tweets of frustration and annoyed selfies tended to peak between meals. This observation made us wonder, is the Internet angry simply because it’s hungry? People learnt about this idea through dedicated online films, page take-overs, time-targeted Spotify ads and a constant feed of reactive Tweets and social updates. It was also complemented by broadcast integration showing the Hungerithm in full flight. And the more people heard about the Hungerithm, the more they got involved.

Credits

Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Chief Creative Officer
Michael Derepas Clemenger BBDO Melbourne Planning Director
Sonia von Bibra Clemenger BBDO Melbourne Agency Executive Producer
Evan Roberts Clemenger BBDO Melbourne Creative Director
Stephen de Wolf Clemenger BBDO Melbourne Creative Director
Jackson Harper Clemenger BBDO Melbourne Art Director
Shannon Crowe Clemenger BBDO Melbourne Copywriter
Jim Robbins Clemenger BBDO Melbourne Senior Copywriter
Will Barber Clemenger BBDO Melbourne Community Manager
Matthew Pearce Clemenger BBDO Melbourne Senior Planner
Christian Russell Clemenger BBDO Melbourne Head of Interactive Production
Nathan VanderByl Clemenger BBDO Melbourne Senior Agency Digital Producer
Ben Crowe Clemenger BBDO Melbourne Senior Agency Digital Producer
Allan Ngo Clemenger BBDO Melbourne Agency Digital Producer
Adam Hengstberger Clemenger BBDO Melbourne Senior Digital Designer
Jennifer Chin Clemenger BBDO Melbourne Regional Director
Sam Ayre Clemenger BBDO Melbourne Senior Account Manager
Nichola Patterson Propeller PR PR Director
Andrew McLagan Clemenger BBDO Melbourne Senior Developer
Sylvain Simao Clemenger BBDO Melbourne Senior Full Stack Developer
Omar Mashaal CHE Proximity Frontend & Backend Development
Andrey Sidorov CHE Proximity Backend Development
Alex Best CHE Proximity Backend Development
Bob Watts CHE Proximity Technical Director
Adam Burnell CHE Proximity Project Delivery Lead
Matthew Graham Mars Chocolate Australia Marketing Director
Renee Lewington Mars Chocolate Australia Brand Manager
Heidi Keller Mars Chocolate Australia Assistant Brand Manager
Shaun Thomas Mars Chocolate Australia National Sales Manager
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