DON'T APP WHEN YOU'RE HUNGRY

TitleDON'T APP WHEN YOU'RE HUNGRY
ClientMARS
Product / ServiceSNICKERS
CategoryB02. Mobile Apps
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND

The Campaign

We all do stupid things when we’re hungry. With the average person spending 4.7 hours a day on their smartphone, most of those stupid things now happen on those devices. To take advantage of this we built three of the dumbest apps the world has ever seen. Apps that no one in their right mind would download. Apps that were actually SNICKERS® vouchers in disguise. ‘Liquishield’ - the app that waterproofs your phone. Trusted by sailors and midwives all over the world. ‘Is My Phone On?’ - Just open your phone, open the app and you’ll know within seconds if your phone is on. ‘1000 Silent Ringtones’ - Why put your phone on silent when you can put it on the silent version of your favourite song! These apps downloaded by consumers became our marketing channel, right there on their mobile homescreen.

Creative Execution

All of our apps were completely, hopelessly, useless and all designed to prove you’re not you when you’re hungry. Once installed, they look and perform like any normal app. When the hungry try to switch their functionality on they’re asked what on earth they were thinking, told not to app when they’re hungry, and most importantly, they’re given a mobile voucher for a free SNICKERS® to help with the hunger. Mobile banners, promoted social posts, and key social influencers encouraged downloads, and helped our apps reach over 2.5 million mobile users. After a week, a reveal video was shared with the nation via the SNICKERS® Facebook page revealing who was behind these bizzarre digital creations. Three ridiculous apps that re-invented the way we sample chocolate and most importantly, allowed us to deliver SNICKERS® right into the hands of the hungry.

These apps were designed to be so ridiculous that no one in their right mind should download them. And yet, we caught over 2,550 people hungry enough to think downloading one of our apps was a good idea. Of those who downloaded the app, over 70% would go on to redeem their vouchers. Our social reveal content– where we shared with the country that SNICKERS were behind these ridiculous apps - was seen by 80% of all New Zealanders on Facebook.

We wanted to cast a wide net to maximise engagement, so our campaign therefore had to appeal to all consumers aged 18-45 (something which 80% of all New Zealanders do). Working with the long established platform of ‘You’re Not You When You’re Hungry’ we wanted to find a way to bring this to life on the most important and personal of media channels – a consumer’s own mobile. With nearly 87% of all time spent on mobile devices spent in apps, we knew that this was where consumers’ focus was most of the time. But rather than simply advertising in app, or promoting social posts, we wanted to find a completely new way to get our message to them – we wanted to turn the app itself into the vehicle for the simple, but powerful, campaign message.

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Tom Addison Colenso BBDO Senior Designer
Neville Doyle Colenso BBDO Planning Director
Paul Gunn Colenso BBDO Head of Activation & PR
Tim Freeman Colenso BBDO Production Director
Robbie Boyd Colenso BBDO Creative Technologist
Levi Slavin Colenso BBDO Creative Director
Dov Tombs Colenso BBDO Executive Digital Producer
Brett Colliver Colenso BBDO Senior Art Director
Ahmad Salim Colenso BBDO Group Business Director
Abbi Barker Colenso BBDO Business Director
Simon Vicars Colenso BBDO Creative Group Head
Alice Sopwith Colenso BBDO Account Manager
Oliver Downs MARS Marketing Director
Andre Sallowicz Colenso BBDO Creative Group Head
Kim Gribble Starcom NZ Business Manager
Amy Dymond FINCH Company Producer
Luke Bouchier FINCH Company Director
Cormac van den Hoofdakker MARS Marketing Manager - Chocolate
Tatyana Soares MARS Assistant Brand Manager
Links
Application URL   |   Supporting Webpage