Snickers Case study MAKE FOOTBALL HISTORY by Digitas Dubai, Digitas London

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Industry Chocolate, Bars
Media Case study
Market United Kingdom, United Arab Emirates
Agency Digitas Dubai
Associate Creative Director Paul Mccarroll, Lucas Levitan
Executive Creative Director Sav Evangelou
Designer Emma Woods
Photographer Adam Buxton
Agency Digitas London
Released March 2010

Credits & Description

Advertiser: MARS
Product/Service: CANDY BAR
Date of First Appearance: Mar 21 2010
Entrant Company: DIGITAS, London, UNITED KINGDOM
Executive Creative Director: Sav Evangelou (Digitas)
Associate Creative Director: Lucas Levitan (Digitas)
Account Director: Tara San Filippo (Digitas)
Associate Creative Director: Paul McCarroll (Digitas)
Head of Design: Kenta Namba (Digitas)
Photographer: Adam Buxton (Digitas)
Designer: Emma Woods (Digitas)
Senior Art Director: Mark Daw (Digitas)
: (MediaVest)
: (Relay)
: (Impact BBDO)
: (Duplays)
: (Diwanee)
: (Al Tamimi & Company)
Media placement: TV Campaign - 658 Spots - MBC 1/2/4/ACTION, DUBAI TV, AL ARABIYA, ROTANA CINEMA, LBC, AL RAI, AL WANTON - 28 March 2010
Media placement: TV Program Sponsorship - MBC 1 - 28 March 2010
Media placement: TV Post Game - 9 Spots - MBC 1, MBC 2, MBC ACTION, AL ARABIYA - 10 October 2010
Media placement: Digital Banner Advertising - Maktoob, Ikoo Network, Kooora, Yalla Koora, MSN Arabia, Google, Facebook - 1 April 2010
Media placement: Radio Campaign - Spots - Virgin Radio - UAE, Arabic Radio - Qatar - 28 May 2010
Media placement: Radio Campaign - Live Updates - Star FM - 28 May 2010
Describe the objective of the promotion.
Snickers is about energy. It’s man fuel. It helps our Middle Eastern alpha-male market keep up with his mates. Snickers and football have a long association. But how could we stand out during the football crazy summer of 2010, with no sponsorship deal?
Our objective was to boost sales through the summer.
We needed an experience powerful and immersive enough to distract our lads and focus them on our product across all 10 countries in the region.
Describe how the promotion developed from concept to implementation.
36 lucky lads were given the chance to play in the world’s longest ever football match, fuelled by Snickers. But we ensured everyone was part of the experience.
In-store we included a ‘penalty shoot out’. Website games formed the first stage of recruitment. PR activated awareness on sports pages, before TV took it to an even broader audience. Paid for advertising gave way to word of mouth. Training got tougher, with hundreds participating in fitness trials.
By kick off, our elite squad had a huge following. Every shot and tackle was streamed online. Continued media interest ensured a long tail.
Explain why the method of promotion was most relevant to the product or service.
What better way to activate a campaign about an energy bar than invite people to compete in a record breaking endurance test?
Our audience like boasting. They spend their spare time in majlis or man dens, daring each other with challenges. We would give them the ultimate brag.
It worked. The chance to make history created a buzz right across the region. The recruiting process soon spread from ‘push advertising’ to word of mouth.
By the day itself, good luck wishes were flooding in and, afterwards, the lads established themselves as minor celebrities, popping up on radio shows.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Altogether, 9.7 million people got involved.
Word of mouth advocacy generated half a million dollars of free advertising for Snickers.
We even inverted the traditional model of paid for TV media when a TV channel made a full documentary about the event. Priceless branded content for free.
The market is now clamouring for the next big challenge to brag about. Our own brag is that Snickers enjoyed a regional sales uplift of an unprecedented 36%.
And yes, after 42 hours, 5 minutes, 0.48 seconds we set a new Guinness World Record and made history.