Title | SNICKERS HUNGRY REMIX |
Brand | MARS |
Product/Service | CHOCOLATE BAR |
Category |
D01. Use of Brand or Product Integration into a Programme or Platform |
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
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
WE CREATED A UNIQUE AND VERY TRENDY INTERACTIVE PRODUCT THAT INVOLVED THOUSANDS OF PEOPLE IN BRANDED CONTENT. THE IDEA WAS BASED ON ONE OF THE BIGGEST MEDIA TRENDS OF THE SUMMER 2017 – FIDGET SPINNER. USING 2 DIFFERENT MEDIA CHANNELS AS SHAZAM AND SEPARATE LANDING PAGE, WE MANAGED TO INVOLVE A LOT OR USERS IN THE BRANDED CONTENT AND SAPRK CONVERSATION ABOUT THE BRAND.
Insights, Strategy and the Idea
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.