Cannes Lions

Snickers - Hungry Slip-Ups

BBDO HONG KONG / MARS / 2016

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Overview

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Credits

Overview

Description

While we didn’t have the budget to stage new mistakes, we realized that there were plenty of these mistakes around. In fact, there are famous ‘slip ups’ from celebrities, news anchors and politicians that are part of the collective memory in Hong Kong and can be recalled by nearly everyone.

Enter Snickers.

With ‘Hungry Slip-Ups’ we brought back these familiar mistakes made by public figures and told the audience they were due to being hungry.

We created text based visuals that featured ‘slip ups’ everyone in Hong Kong would recognize with our brand line at the bottom attributing the mistakes to being hungry.

Commuter media in MTR stations, bus shelters and OOH sites offered the most efficient reach with our limited budget. We also knew focusing on public spaces rather than digital platforms would create more of a statement and tap into our target’s affinity for public posting and demonstrations.

Execution

We created text based visuals that featured ‘slip ups’ everyone in Hong Kong would recognize with our brand line at the bottom attributing the mistakes to being hungry.

These ‘slip-ups’ included a variety of examples, including:

Pronunciation mistakes:

“Try my breast” – Chan Hak Kan, the youngest Legislative Council member in Hong Kong during an interview in English in response to a question about whether he would make an impact or not.

Typo mistakes:

“Rest in piece” – Singer Shiga Lin on Instagram expressing her grief on the passing of actor Paul Walker.

Logic mistakes:

“May I have your surname, Mr. Chan?” - Former Hong Kong Chief Executive Tung Chi Wah during a press conference.

As each new slip-up surfaced, we created new outdoor prints in these areas; supported this with PR buzz; and simply let the commuters of Hong Kong do the rest.

Outcome

The campaign delivered against all of our objectives.

1.Drive attention among consumers and the press that would create earned media valued at 50% of our total spent media.

–Racking up over 3.5 million views – even though it only appeared offline.

–We earned 56 stories from 30 different news outlets, earned impression up to 21,187,000.

–We created a total of 172,000 engagements, 49X higher than the Hong Kong FMCG food monthly average.

–Fans of the campaign created their own Snickers meme generator so people could create their own slip-up ads.

–Created 800,000 HKD of earned media, doubling the value of our total media spend.

2.Grow faster than the category for the campaign period vs a year ago

–Snickers grew 5.9x faster vs a year ago than the category during the campaign period.

•The campaign drove a 17% increase in value sales vs 2.9% for the category

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