Snickers global campaign is based on the creative idea that when you get hungry, you’re off your game and Snickers is the bar of Substance that sorts you out. That is the creative insight that led to the “You’re Not You When You’re Hungry” campaign that is running across the world. The Cannes Lions is a famous international advertising festival. In order to bring the You’re Not You When You’re Hungry campaign to Cannes, we pondered on this question : what if Ad Men and Women were hungry during the Cannes Lions festival?

This thought triggered a panoply of catchy below the line/street marketing ideas displayed on various touch points such as on door hangers on hotel rooms, banner towing planes, beach towels, t-shirts and vehicles – in short, on supports that would be seen in the places where festival goers would usually hang out. The messages described attitudes and behaviours that would be usually untypical of any person who participates or attends the Cannes Lions, such as “Champagne, I’m long-listed”.

We have launched a PR campaign using Cannes Lions festival to increase the value of Snickers as a creative brand and therefore increase its reputation across influencers.

The creative idea has been build on a smart earn media strategy based on « festival goers journey ». Indeed, Snickers was partner with Cannes Lions festival. Thanks to this partnership, we triggered a panoply of catchy below the line/street marketing ideas :

On 10,000 delegate bags where flyers with catchy message and a Snickers have been inserted, on door hangers placed on 700 hotel rooms at Carlton’s and Majestic Barrière hotel, 2 banner towing planes flying in the bay of Cannes during the most appropriate time (lunch time), 50 beach towels placed on private beaches, 800 t-shirts distributed after the ceremony, each evening.

Snickers become the most visible and most popular brand (out of 3,000 advertisers) during the Cannes Lions 2014. We get more than 12,000 impressions on our target. Indeed, 12,000 festival delegates, creatives, bloggers or even journalists recognized Snickers’s creativity by posting the campaign all over social networks: 3,000 tweets on Twitter, 500 posts on Facebook.

And Snickers get also great PR coverage on professional press: 35 press articles.