Why is this work relevant for Brand Experience & Activation ?

We identified and allayed different types of hunger empowered by big data. We partnered with the number 1 online travel media platform Ctrip to provide a simulated migration travel experience during Chinese New Year migration to enable consumers to predict their complexity index of their migration journey. Based on big data, travelers were offered online travel and ticket-booking guidance before their Chinese New Year migration journey. Meanwhile, travelers could share their simulated migration journey to social platforms which earned 3.3 billion impressions and a year on year sales uplift of 13.8% during 2019 Chinese New Year.

Background

Chinese New Year Migration is the biggest migration in the world carrying nearly 3.1bn journeys in 2019. Migration during Chinese New Year is hard. Most travelers reunite with their family and friends across the country, causing millions of hunger and anxiety during this migration journey. Snickers saw an opportunity to tackle hunger and take the brand to new heights during a critical period when 30% of all annual chocolate sales take place, consolidate and strengthen the association of Snickers with the high-potential consumption occasion—Chinese New Year migration and create a simulated SNK hunger-free CNY migration journey empowered by big data for more travelers to drive sales and earn buzz during the peak season of chocolate.

Describe the creative idea (20% of vote)

During Chinese New Year,migrators will choose different modes of transportation and different migration routes, and their anxiety and hunger levels caused by the chaos of Chinese New Year journey are different. However,most travelers have a consensus on the difficulty of Chinese New Year migration whether ticket booking before leaving and their on-the-go journey.This strong emotional resonance is easy to trigger discussion and spread during this period. So Snickers partnered with the Chinese Top travel app,CTrip through big data calculation,to create a customized and simulated migration journey to test their difficulty index of their journey for each traveler going all over the country,to quantify and visualize the difficulties and anxiety of their travel during Chinese New Year migration. Travelers were encouraged to share their custom used Chinese New Year migration journey to social.Depending on travelers' travel routes,Snickers help edthem solve different types of hunger caused by the annoying migration journey.

Describe the strategy (20% of vote)

Our strategy provides travelers a customized Chinese New Year travel experience online and alleviate hunger and anxiety during their migration journey.We targeted potential Chinese New Year migration travelers during the Chinese New Year period through the most visited and visible media. We launch a simulated migration journey generator to test complexity index of their Chinese New Year migration.Through the calculation of big data, the higher the complexity index of passengers, the more opportunities for Snickers to help you solve the difficulties and hunger in their Chinese New Year migration.At the same time, through social sharing,more travelers could experience this simulated journey and get Snickers' actual rewards. Our strategy would allow us to reach people before and during the busiest booking period of the season, through a blend of video, social media,digital.By using big data, travelers can customize their unique migration report, socially sharing the customized experience provided by Snickers.

Describe the execution (30% of vote)

An H5, Test Your Chinese New Year Migration Index, launched on Top1 online travel APP Ctrip on January 7th 2019, coincided with the ticket-booking peak and discussion peak during Chinese New Year migration. Leveraging the Ctrip ticket-booking data, travelers could join the test by opening different booking page of different modes of transportation. Entering departure city and arrival city, Ctrip big data will be based on the distance between the two cities, travel time and the complexity of their transfers calculates the travel difficulty ranking among all migration travelers during Chinese New Year and generates travelers' customized Chinese New Year migration report. After the report is generated, travelers could share to social platforms. At the same time, Snickers would also provide the corresponding migration replenishment according to travelers' different level of index. By providing ticket coupons and Snickers bar, Snickers played a role to alleviate hunger and anxiety physically for

List the results (30% of vote)

We hit 3.3bn total impression with 280 million PR impression and built Snickers No.1 co-mention brand with the occasion of Chinese New Year migration. 211 million video view of video spread to the country during Chinese New Year migration. Snickers’ offtake sales in January achieved 13.8% growth compared with year ago.