Cannes Lions
BBDO PUERTO RICO, Guaynabo / MARS / 2019
Overview
Entries
Credits
Background
Since 2016, Snickers has managed to integrate its brand positioning into popular culture through contextual executions and real time. During 2018, Snickers sought to continue producing more meaningful opportunities to place itself in the consumer's "top of mind".
After 3 years of success, Snickers needed to find new ways, in line with the latest trends to provoke mental availability in order to achieve product recall at key moments in the lives of consumers.
Idea
Taking advantage of the compulsive habits of the target group, we created Snickers HambreMojiApp, a keyboard app, where you could find hunger symptoms that could best describe your peers. We evolved the brand’s campaign based on real-time reactions to efforts that are integrated into the daily lives of our consumers. In this way, every time an event related to hunger occurs in their lives, they will think of the brand wherever they are.
We managed to execute a modular structure that focuses on product packaging and capitalizes on everyday situations in the country, reflecting what we called the “symptoms of hunger”. We wanted to put the brand and its positioning in the hands of the consumer
Strategy
Target: Men and women 18-55
Puerto Ricans common personality has been a key factor in the local acceptance of our irreverent tone and manner. We create a local version of the global strategy to a more approachable line: “How do you get when you are hungry?”
Mobile platforms become almost essential for brands and consumers to continue to become dependent on their devices and social media. They mostly use them to entertain themselves and share interests they have in common with their friends and family. Today, all ages clearly know the language of icons, emojis, and memes. They have one for each occasion.
Execution
The Snickers HambreMoji App is available in Android and IOS and can be used through Twitter, Facebook and Instagram, or texting through WhatsApp or iMessage. This emojis are words (mostly slang) that describe someone who is “hungry”. We call them “hunger symptoms”. Each symptom is design using the package and logo look.
The app was announced in traditional and digital media. We encouraged people to download and used it. Influencers help us to teach ways to use it.
Whenever a “hungry” person in Puerto Rico goes viral (someone does a crazy thing), new slang is born. In just hours, the word is automatically shared across all media and added into the app.
Once you install it, you can place the hambremojis everywhere on the Internet.
The hunger symptoms are also updated every season.
Outcome
We had over 15.5 million impressions, and around 113k app installs. Videos on digital platforms, specific publications, and banners with specific CTAs achieved 27.8% of the installations. The campaign achieved that 51.5% of users use HambreMoji daily, obtaining an average satisfaction of 3.8 out of 5, in a highly competitive market and difficult to satisfy.
We found the most innovative way to become part of the pop culture by giving consumers a handy tool to help them express themselves in their natural mobile behavior and daily basis social interactions, using nothing more than our branding.
App Installs: 113,860
App Usage: 46% Android | 57% Apple
Facebook - App Installs: 9,964
Reach: 1,248,429
Post Impressions: 10.4mm
Post Engagement: 84,897
Video Views: 35,269
Google – App Installs
Total App Installs: 21,885
Total Impressions: 4.7mm
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