|Title||SNICKERS DON'T DRIVE HUNGRY|
|Product / Service||SNICKERS|
|Category||B05. Use of Ambient Media: Small Scale|
|Entrant||BBDO GUERRERO Makati City, THE PHILIPPINES|
|Idea Creation||BBDO GUERRERO Makati City, THE PHILIPPINES|
|Media||MEDIACOM PHILIPPINES Taguig, THE PHILIPPINES|
|Media 2||STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES|
|PR||COMCO SOUTHEAST ASIA Makati City, THE PHILIPPINES|
|Production||TRESPAñA PRODUCTIONS Makati, THE PHILIPPINES|
|Contributing||CONCEPTS IN ACTION Quezon City, THE PHILIPPINES|
|David Wright||BBDO GUERRERO||Head of Integrated Production|
|Anj dela Calzada||Just Add Water||Producer|
|Ali Silao||BBDO GUERREROq||Creative Director|
|Lance Francisco||BBDO GUERRERO||Art Director|
|Stephan Domingo||BBDO GUERRERO||Copywriter|
|Cielo Laforteza||BBDO GUERRERO||Senior Traffic Controller|
|Jomar Marasigsan||BBDO Guerrero||Final Artist|
|Pepper Feraren||BBDO GUERRERO||Executive Head of Planning|
|Anna Bigornia||BBDO GUERRERO||Innovations Director|
|Blue Endaya||BBDO GUERRERO||Digital Producer|
|Mio Imai||BBDO J West||Planner|
|Howard Mok||BBDO China||Deputy Executive Creative Director|
|Martin Tsai||BBDO/Proximity Taiwan||Executive Creative Director|
|Arthur Tsang||BBDO Beijing||Chief Creative Officer|
|Primus Nair||BBDO Singapore||Executive Creative Director|
|David Guerrero||BBDO Guerrero||Creative Chairman|
|Dale Lopez||BBDO Guerrero||Executive Creative Director|
|Dalla Sucgang - Reinard||BBDO Guerrero||Account Director|
|Nino Runes||BBDO Guerrero||Account Manager|
|Roshan Nandwani||BBDO Guerrero||Head of Digital|
|Al Salvador||BBDO GUERRERO||Head of Production|
|Manny Vailoces||BBDO GUERRERO||Head of Final Art|
|Joy Panaguiton||BBDO GUERRERO||Senior FA and Graphic Artist|
|Natalia Burgos||BBDO GUERRERO||Editor, Animator|
With the government failing to produce enough license plates for new car owners, the agency decided to help drivers by providing free, legible and legal temporary plates. These plates reminded drivers not to drive hungry – helping them stay safe on the road.
We set up a website where people can create legal license plates that reminded them not to drive hungry. They just had to input their details and upload a photo of their conduction sticker. After verification, we told them to pick up their plates. Then we installed their plates in the center of Manila’s business district.
Vehicles with our plates became transit placements. So each car has the potential to reach 5.5 million people in a month. From a small budget, we earned $82,000 in media values, 190% more than what we spent. We also earned $363,000 in PR values, 839% more than what client paid for. Resulting to an ROI that’s 10 times our original budget. And until the official plates are actually released, we continue to have free media for the brand.
The work uses advertising space that no other consumer brand has been able to capitalize on. With a nationwide shortage of license plates in the Philippines, we used temporary license plates to reach out to drivers on the road.
As a foreign brand, Snickers had to penetrate a market dominated by local competitors. In order to do that, we thought of the one thing all Filipinos experience every day – traffic. We realized we could reach out to drivers and their passengers by using temporary plates. With this unique advertising space, we conveniently reminded people not to drive hungry.