SNICKERS DON'T DRIVE HUNGRY

Short List
TitleSNICKERS DON'T DRIVE HUNGRY
BrandMARS PHILIPPINES
Product / ServiceSNICKERS
CategoryB05. Use of Ambient Media: Small Scale
EntrantBBDO 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

Credits

Name Company Position
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

The Campaign

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.

Links

Website URL