Using streaming intelligence, The Hunger Spotter analysed users’ music streaming on the platform, and then targeted users who listened to a genre they wouldn’t normally listen to. They were then served a “You’re Not You When You’re Hungry” song that called them out for their sudden change in music taste and suggested they eat a Snickers.

But these weren’t any old songs: they were written and recorded in the music style that the listener usually loves, which was determined by analysing their recent listening habits.

The lyrics for the audio ads suggested they were hungry and in need of a Snickers. So a Grime fan was played a grime track by ‘Hangry Man’ with lyrics such as: “Yo, what are you listening to, blud?/It’s changed, not that we’re ones to judge/It’s out of character, I’ve got to admit/Is this your mum’s account? Is this legit?” and ending with: “It’s what your gran would listen to/Have some Snickers, get back to being you.”

The campaign was the first ever to use deviation from usual listening patterns in order to target listeners in this way.

Each song begins by calling the listener out on their change in music.

I.E. The Grime track starts with the lyrics: ‘Yo, what you listening to blood? It’s changed, not that we’re ones to judge. It’s out of character; I’ve got to admit. Is this your mum’s account? Is this Legit? Or is it because you’re hungry?’ and ending with ‘It’s what your gran would listen to. Go grab a Snickers, get back to being you.’

We even incorporated the endlines into the songs so that they didn’t sound like ads.

The songs ran in Spotify from 28th Sept – 30th Oct 2017 and were only served to people when they listened to something completely different to usual.

We achieved the objective of using a new medium to reach the Snickers audience in a memorable, entertaining and different way, and served the ads to 6,804,148 hungry listeners.

Additionally, a huge amount of organic social content was generated during the campaign’s run, creating mass conversation and buzz around the Snickers brand, and continuing the ‘You’re Not You When You’re Hungry’ legacy as an iconic advertisement that everyone knows.