| Title | #HUNGEREPLY |
| Brand | MARS JAPAN |
| Product / Service | SNICKERS |
| Category | A10. Digital / Social |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Idea Creation | I&S BBDO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masaki Honda | BBDO Japan | Executive Creative Director |
| Tatsuro Kumaki | I&S BBDO INC. | Planner |
| Takuya Miyamoto | I&S BBDO INC. | Art Director |
| Sou Kobayashi | 1-10design | Producer |
| Hirokazu Sawai | 1-10design | Project manager |
| Kazumi Ueda | 1-10design | Experience Director |
| Haruna Fujihira | 1-10design | Assistant Director |
| Maho Fujita | 1-10design | Designer |
| Mari Nakajima | 1-10design | Designer |
| Shogo Matsuda | 1-10design | Engineer |
| Shunsuke Kotani | 1-10design | Engineer |
We developed special packages in line with their typical behaviors on SNS. By posting photos, movies with the package, we reward them with replies from anime idols.
183 anime idols reply instantly to Millennial men's tweet and post with the package. The customized replies to the posts amount to 4569 during the period.
16,480,745 Media Impressions. 9141% Rise in Social Traffic. +44% Sales Increase.
Approaching millennial men with traditional adverting is quite difficult nowadays. SNICKERS needed to use other ways to involve them in the brand conversation. We approached their main communication playground, SNS and e Entertaining them by replying to their tweets by anime idols who are now really catching Japanese millennial men's hearts.
Millennial men always post the crazy version of themselves on SNS to get attention from someone else, especially girls. Surprisingly, it's not working( Millennial men who don't have a girlfriend is 69.8%!).