No restrictions as such, but the original brief was to move the ongoing Snickers campaign into a less traditional entertainment sphere, rather than just do another big TVC. ?

We created i-Voice – a different voice search engine. It is a web app for mobile and desktop, which users can access through the Chrome browser. It gives unhelpful responses to all manner of questions: from eating out to sex. We recorded hundreds of answers to the most commonly asked questions online, as well as more generic ones. After several questions, i-Voice reveals the cause of her grumpiness – hunger. At this point Snickers is introduced as a search result and the problem resolved. I-Voice also appeared everywhere people ask questions online: from Twitter to sites like Answers.com and Yahoo answers.

i-Voice instantly gathered press and news coverage globally. On Twitter users interacted with her – getting a tailored responses to questions on all manner of topics. On question sites like Yahoo Answers, i-Voice was also a force, giving her hunger inspired take on everything from relationships to finance.