Cannes Lions
CLEMENGER BBDO MELBOURNE, Melbourne / MARS / 2018
Overview
Entries
Credits
Description
SNICKERS HUNGERITHM is a hunger-based-algorithm that monitors the mood of Twitter and lowers the price of SNICKERS at 7-Elevens across Australia.
The angrier the internet, the cheaper the SNICKERS.
The algorithm was built on a 3,000-word lexicon and analysed over 14,000 Tweets a day. Each Tweet was reinterpreted as an individual data-point that captured the polarity, subjectivity and intensity of language.
Whenever the internet was feeling 'PRETTY CHILL', SNICKERS was AU$1.75. But when it was 'LOSING IT', prices could drop to as low as AU$0.50.
HUNGERITHM ran live 24/7 for 5 weeks that people could monitor online and claim a SNICKERS coupon directly to their phone to redeem at a nearby 7-Eleven.
Working closely with Mediacom Australia, we developed an integrated approach to media based on the Reach+ framework, which included:
- A PR, social film and Spotify radio push to reach Young Australians and help them understand the HUNGERITHM idea
- Banner suite which pushed people towards the HUNGERITHM website
- Reactive content that changed as the price of SNICKERS changed
- Daily social film updates that documented fluctuations in the price, and
- 7-Eleven in-store signage and point-of-purchase which prompted people to redeem
This idea aimed to solve a key business problem for HUNGERITHM: to recruit a new generation of consumers into the brand. SNICKERS was losing a foothold amongst Millennials, where penetration had declined by 6% since 2007.
We were asked to develop an idea that could unlock sales demand for SNICKERS with a retailer partner, but to ensure it tells the 'YOU'RE NOT YOU WHEN YOU'RE HUNGRY' brand story for Millennials too.
We thought - why don't we sort out whatever mood people are in by making SNICKERS cheaper?
And so HUNGERITHM was born, which helped to:
- Increase SNICKERS sales at 7-Eleven by 19.25%,
- Drive 67% more units sold compared to 2015
- Deliver 55% of 7-Elevens growth in self-consumption
- Grew the self-consumption category by a full percentage point worth $300,000
- Reached 4 million unique Millennial consumers
- Achieved above-norm engagement across Social channels
- Deliver 71 million impressions and AU$1.4m in earned media value
- Improve MARS' relationship with 7-Eleven and unlock more future projects
SNICKERS HUNGERITHM has rolled-out in the USA and Mexico, with in more markets coming in 2018.
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