SNICKERS “WHAT THE FAIL AWARDS”

ClientMARS
Category C05. Co-Creation & User Generated Content
TitleSNICKERS “WHAT THE FAIL AWARDS”
Product/ServiceCHOCOLATE BAR
Entrant BBDO RUSSIA GROUP Moscow, RUSSIA
Idea Creation BBDO RUSSIA GROUP Moscow, RUSSIA
Media Placement BBDO RUSSIA GROUP Moscow, RUSSIA
PR BBDO RUSSIA GROUP Moscow, RUSSIA
Production BBDO RUSSIA GROUP Moscow, RUSSIA
Credits
Name Company Position
ALEXEY FEDOROV BBDO Russia group ASSOCIATE CREATIVE DIRECTOR
ANDREY KRUSANOV BBDO Russia group DIGITAL ART-DIRECTOR
DENIS BYKOV BBDO Russia group DIGITAL COPYWRITER
ALYONA IVANOVA BBDO Russia group ART-DIRECTOR
ALEXANDRA SAGALOVICH BBDO Russia group DIGITAL STRATEGIC PLANNING DIRECTOR
ANASTASIA CHULUKOVA BBDO Russia group STRATEGIC PLANNING DIRECTOR
ALEXANDER KUZNETSOV BBDO Russia group CLIENT SERVICE DIRECTOR
ANASTASIA VIKULINA BBDO Russia group SENIOR ACCOUNT MANAGER
YULIA NAZAROVA BBDO Russia group ACCOUNT EXECUTIVE
VALERY GOROKHOV BBDO Russia group SENIOR PRODUCER
TIM BARDOVSKIY BBDO Russia group DIGITAL PRODUCER

The Campaign

SNICKERS KNOWS: “WHEN YOU’RE HUNGRY – YOU FAIL”. NO SURPRISE – GAMERS FAIL A LOT. MOREOVER, THEY SHARE THEIR FAILS ON THE NET AND GET LOTS OF VIEWS AND COMMENTS. SNICKERS GRABBED THIS DELICIOUS OPPORTUNITY TO ACTIVATE “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” TO SUCH A HUGE, MOTIVATED COMMUNITY. WE LAUNCHED SNICKERS “WHAT THE FAIL” AWARDS – THE FIRST EVER AWARD FOR HUNGRY GAMERS! PEOPLE FAIL WHILE PLAYING GAMES AND SHARE THIS CONTENT ON THE NET. EAT A SNICKERS, QUENCH YOUR HUNGER ? STOP FAILING AND CONTINUE PLAYING LIKE YOU DID BEFORE. DRIVE BRAND RELEVANCE THROUGH OCCUPYING A NEW TERRITORY OF INTEREST WITH HIGH AFFINITY FOR YOUNG GAMERS.

Creative Execution

SNICKERS KNOWS “WHEN YOU’RE HUNGRY – YOU FAIL”. NO SURPRISE – GAMERS FAIL A LOT. MOREOVER, THEY SHARE THEIR FAILS ON THE NET AND GET LOTS OF VIEWS AND COMMENTS. SNICKERS GRABBED THIS DELICIOUS OPPORTUNITY TO ACTIVATE “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” TO SUCH A HUGE, MOTIVATED COMMUNITY. WE LAUNCHED SNICKERS “WHAT THE FAIL” AWARDS – THE FIRST EVER AWARD FOR HUNGRY GAMERS! WE PRODUCED A MUSIC CLIP FEATURING THE CAMPAIGN HERO (YURIY HOVANSKY, A FAMOUS RUSSIAN INFLUENCER) WITH AWARDS ANNOUNCEMENT AND PROJECT MECHANICS THE MAIN CONTEST MECHANICS: • POST YOUR EPIC VIDEO FAILS ON YOUTUBE OR VK.RU PROFILE USING THE #WHATTHEFAIL HASH TAG • GET LIKES • WIN PRIZES! THE FINAL GAME OF THE CONTEST WAS A LIVE-STEAMED AWARDING CEREMONY!

Results

MORE THAN 1000 PLAYERS POSTED THEIR FAILS 13 500 000 TOTAL VIEWS OF ANOUNCEMENT CLIP 50+ HOURS OF USER-GENERATED CONTENT THOUSANDS OF FANS WATCHED OTHER GAMERS’ FAILS AND VOTED FOR THE BEST GAMING SCREW-UPS ON A TOP RUSSIAN GAMING SITE MULTICHANNEL LIVE AWARD CEREMONY

WE MANAGED TO OCCUPY A NEW TRENDY TERRITORY FOR YOUNGSTERS. IN A PARTNERSHIP WITH TOP RUSSIAN GAMING SITE WE CREATED AN ENTERTAINING FORMAT OF BRANDED ACTIVATION WHICH INVOLVED BIG AMMOUNT OF GAMERS AND SPARKED CONVERSATION ABOUT THE BRAND. MULTICHANNEL LIVE AWARD CEREMONY WAS SET ON THE MOST POPULAR PLATFORMS.

THE MAIN TARGET WAS TO OCCUPY A TERRITORY OF INTEREST FOR YOUNG GAMERS. POTENTIAL: GAMING STRENGTHEN THE EMOTIONAL APPEAL OF THE BRAND FOR YOUNGSTERS (ALL 14-24) SPARK CONVERSATIONS ABOUT THE BRAND