Title	GETTING SNICKERS INTO THE HOUSES OF PARLIAMENT
Brand	SNICKERS
Product/Service	SNICKERS
Category	A01. Creative Effectiveness
Entrant Company	AMVBBDO London, UNITED KINGDOM
Advertising Agency	AMVBBDO London, UNITED KINGDOM

Name	Company	Position
CRAIG MAWDSLEY	AMVBBDO	JOINT HEAD OF STRATEGY
BRIDGET ANGEAR	AMVBBDO	JOINT HEAD OF STRATEGY
WILL WHALLEY	AMVBBDO	STRATEGIST
ALEX LEWIS	AMVBBDO	STRATEGIST

Brief Explanation

Snickers’ 2012 Twitter campaign was an innovative expression of the ‘You’re Not You When You’re Hungry’ idea, at a time when most brands hadn’t yet gone near Twitter. Appearing as part of the launch of the idea in the UK (alongside a TV commercial featuring Joan Collins), Twitter was used to try to maximise reach and brand fame with 16-24s. This age group were notoriously hard to reach via TV alone. How ‘You’re Not You’ would work within Twitter was simple but brilliant. We would write tweets from the accounts of celebrities who combined big youth reach with well know patterns of behaviour. But these tweets would reflect hungry alter egos. Katie Price would tweet about economics. Rio Ferdinand would reveal his passion for knitting. After a few tweets, we would reveal the brand, and the joke. Thanks to its humour and simplicity, the tweets were passed on. Nielsen, Kantar and Twitter data allows us to quantify the impact: Earned media to the value of £250,000. 25 million people across the UK saw the campaign. And 500,000 of those hard to reach 16-24 year olds were recruited into the brand.