HUNGERITHM

Short List
TitleHUNGERITHM
ClientSNICKERS
Product / ServiceSNICKERS
CategoryA01. Creative Effectiveness
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Idea Creation CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media Placement MEDIACOM Brisbane, AUSTRALIA
Production FINCH Melbourne, AUSTRALIA
Production 2 FLUTTER Melbourne, AUSTRALIA
Additional Company MARS CHOCOLATE AUSTRALIA Wendouree, AUSTRALIA

Brief Explanation

The SNICKERS® Hungerithm scanned over 14,000 social posts a day to determine online sentiment and then lower in SNICKERS® prices accordingly at every 7-Eleven in Australia. Users could track the current price at SNICKERS.com.au on both desktop and mobile, and on the mobile site have a barcode generated instantly on their phone. The campaign also featured reactive tweets responding to daily events, social videos providing price reports from the Hungerithm war room, and an array of time-targeted digital media designed to hit consumers when they’re most likely to be angry/hungry. The objective of this campaign was twofold. The first was to drive awareness and conversations of SNICKERS® by leveraging the “You’re Not You When You’re Hungry” platform and helping it stand out and be salient and be chosen in a highly impulsive category. The second was to find a way for SNICKERS® to take greater control of this impulsive behaviour by driving people in store specifically for SNICKERS®. Given that most decisions happen at the point of purchase, if we could own the behaviour prior to the store visit, we would be more likely to drive conversion to SNICKERS®. We knew the way to do this would be to bring the platform to life on interactive channels. 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.

Credits

Name Company Position
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- Retail
James McGrath Clemenger BBDO Melbourne Creative Chairman
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 Copywriter
Will Barber Clemenger BBDO Melbourne Social Strategist
Michael Derepas Clemenger BBDO Melbourne Planning Director
Matt Pearce Clemenger BBDO Melbourne Senior Planner
Sonia von Bibra Clemenger BBDO Melbourne Executive Producer
Christian Russell Clemenger BBDO Melbourne Head of Interactive Production
Nathan VanderByl Clemenger BBDO Melbourne Senior Digital Producer
Ben Crowe Clemenger BBDO Melbourne Senior Digital Producer
Allan Ngo Clemenger BBDO Melbourne Digital Producer
Nichola Patterson Clemenger BBDO Melbourne PR Director
Adam Hengstberger Clemenger BBDO Melbourne Senior Digital Designer
Jennifer Chin Clemenger BBDO Melbourne Regional Account Manager
Bryce Coombe Clemenger BBDO Melbourne Group Account Director
Sam Ayre Clemenger BBDO Melbourne Senior Account Manager
Andrew McLagan Clemenger BBDO Melbourne Senior Developer
Sylvain Simao Clemenger BBDO Melbourne Senior Full Stack Developer