SNICKERS “WHAT THE FAIL AWARDS”
Title | SNICKERS “WHAT THE FAIL AWARDS” |
Brand | MARS |
Product/Service | CHOCOLATE BAR |
Category |
D02. Use of Co-Creation & User Generated Content |
Entrant
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
Idea Creation
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
Media Placement
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
PR
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
Production
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
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!
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. SUCH AN ENTERTAINING FORMAT OF BRANDED ACTIVATION INVOLVED BIG AMMOUNT OF GAMERS AND SPARKED CONVERSATION ABOUT THE BRAND. MULTICHANNEL LIVE AWARD CEREMONY WAS SET ON THE MOST POPULAR MEDIA PLATFORMS.
Insights, Strategy and the Idea
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