SNICKERS HUNGRY REMIX

ClientMARS
Category D02. Interactive Video
TitleSNICKERS HUNGRY REMIX
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

THIS SUMMER SNICKERS LAUNCHED A BRIGHT NEW TACTICAL “HUNGER BAR” CAMPAIGN WITH THE "WHO ARE YOU WHEN YOU’RE HUNGRY?" SLOGAN AND AMUSING “HUNGER SYMPTOMS” WRITTEN ON THE BARS INSTEAD OF ORDINARY “SNICKERS”. TOGETHER WITH “HLEB”, A WELL-KNOWN MUSIC BAND, WE CREATED 5 MUSIC CLIPS: ONE NEUTRAL AND FOUR BASED ON THE BARS: “SLOW”, “WEIRD”, “DEPRESSED”, “WILD”, CORRESPONDING TO THE HUNGER TRAITS. USING SHAZAM, WE ANNOUNCED THE NEW VIDEOS’ RELEASE STRAIGHT ON THE PACKAGING. THEN WE LAUNCHED AN INTERACTIVE VIDEO ON A SEPARATE LANDING PAGE WHERE USERS COULD SWITCH BETWEEN OUR FIVE CLIPS SYNCHRONIZED FRAME-TO-FRAME.

Creative Execution

1. USING SHAZAM, WE ANNOUNCED THE RELEASE OF NEW VIDEOS STRAIGHT ON THE PACKAGING. BEFORE THE RELEASE OF THE INTERACTIVE CLIP BY THE HLEB BAND, USERS HAD A CHANCE TO WATCH 5 EXCLUSIVE VIDEOS ON YOUTUBE USING SHAZAM PHOTO AMPLIFICATION BY POINTING THEIR MOBILE CAMERA AT SNICKERS. EACH TRAIT MENTIONED ON THE BAR CORRELATED WITH A SPECIFIC VIDEO. PROMO POSTS IN SOCIAL NETWORKS ANNOUNCED THIS MECHANICS. 2. THEN WE LAUNCHED AN INTERACTIVE VIDEO ON A SEPARATE LANDING PAGE (HTTP://HLEB.BAND/), WHERE USERS COULD SWITCH BETWEEN OUR FIVE CLIPS SYNCHRONIZED FRAME-TO-FRAME. THE CLIPS (NORMAL, WILD, GLOOMY, WEIRD, SLOW) WERE SHOT BASED ON THE MOTION CONTROL SYSTEM — THE CAMERA HAD A CERTAIN ROUTE ENABLING A SINGLE-FRAME CLIP WITHOUT CUTS. THIS RESULT ALLOWED TO CREATE AN INTERACTIVE FORMAT, GIVING USERS AN OPPORTUNITY TO SWITCH BETWEEN OUR FIVE CLIPS SYNCHRONIZED FRAME-TO-FRAME. THE VIDEO WAS ALSO SUPPORTED BY VK PROMOTED POSTS. FRAME-TO-FRAME.

VIDEO VIEWS TOTAL ? 18 MILLION VIEWS; TOP VIDEO ON MUSIC BAND YT CHANNEL DELTA BETWEEN PLANNED AND ACTUAL FROM SHAZAM: IMPRESSIONS +213 % ?LICKS +600 % X3 CTR 3K+ SHAZAMS IN JUST 1 WEEK 2 MIN+ AVERAGE TIME OF SHAZAMED VIDEO WATCHING PER USER BOUNCE RATE ON SITE 41% VS 70% INDUSTRIAL BENCHMARK

TARGETING: YOUNGSTERS 14-24 STRATEGY: 1. TO CAUSE A WOW-EFFECT AROUND THE CAMPAIGN BY GRANTING EXCLUSIVE ACCESS TO CONTENT THROUGH SHAZAM. 2. ENABLING USERS TO WATCH ALL VIDEOS THROUGH ONE VIDEO PLAYER IN ORDER TO DEMONSTRATE TO THEM HOW DIFFERENT HUNGER TRAITS COULD BE.