|Product / Service||HUNGER BAR|
|Category||A02. Use of Social / Digital Platform|
|Entrant||BBDO TAIWAN Taipei City, TAIPEI|
|Idea Creation||BBDO TAIWAN Taipei City, TAIPEI|
|Martin Tsai||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Aibo Huang||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Annie Tsai||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|News Hsu||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Sandy Tsai||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Rita Yun||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Pelisy Kao||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Alicia Lo||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Ethan Tsai||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Wei Mu||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
|Long Wong||BBDO TAIWAN ADVERTISING LIMITED||TAIPEI|
We leveraged rap music element and invited rappers to communicate with our TA.
The proposition of SNICKERS is "You're not you when you're hungry", numerous weird acting happens when hunger strikes, and this often follows the sarcasms from friends. Of course, we didn’t miss this great opportunity to combine their behavior and the things they love with our brand.
We invited the experts in dissing – rapper ØZI & JAYRoll to communicate our brand message through rap music and rappers that they love. During one month campaign period, consumers can visit our website to give sarcasms to their friends by the help of these two rappers in their own way of dissing.
We found that young people in Taiwan tends to show how good the relationship is between friends by giving sarcasms to each other, the more they do so the better they are. We also found that the music genre they love – rap music, shares the same critical element with their attitude toward friends, that is “diss”. Which is why we decided to leverage rap music & diss to earn these young people’s attention and love.
We built a website as a platform where you can ask ØZI and JAYRoll to diss your friends. Just enter your friends name on this HUNGER BATTLE website. JAYRoll would help you to diss your hungry friends. And your friends could have ØZI on their side to diss you back. We brought dissing to the next level by combining our consumers’ behavior with their favorite rap music. We even printed the lyrics on SNICKERS package, made buying SNICKERS a move of dissing.
Young people flocked to this HUNGER BATTLE to diss their friends. This became a trending topic on social media. SNICKERS brand preference was uplifted! Sales increased 136%! Hungry? Grab a SNICKERS is now a line to show people how you diss!