THE WORLD’S FIRST TANDEM RODEO CHAMPIONSHIP by I&S BBDO Tokyo for Snickers

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THE WORLD’S FIRST TANDEM RODEO CHAMPIONSHIP

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Media Case study
Market Japan
Agency I&S BBDO Tokyo
Director Masaki Furukawa
Creative Director Masaki Honda
Art Director Sei Sugiyama
Copywriter Dota Kawai
Released May 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: MARS JAPAN
Product/Service: CANDY BAR
Agency: I&S BBDO
Date of First Appearance: May 12 2010
Entrant Company: I&S BBDO, Tokyo, JAPAN
Creative Director: Masaki Honda (I&S BBDO)
Copywriter: Dota Kawai (I&S BBDO)
Art Director: Sei Sugiyama (I&S BBDO)
Director: Masaki Furukawa (Nibankobo)
Film Producer: Kano Ishikawa (Nibankobo)
Film Producer: Jin Kameno (Nibankobo)
Media placement: Internet Banner - Yahoo, Mixi - 20 May 2010
Media placement: OOH Posters - Tokyo - 20 May 2010
Media placement: Twitter - Twitter - 20 May 2010
Media placement: TV Campaign - Broadcast TV Stations - 30 September 2010

Describe the objective of the promotion.
In Japan, flood of small electronic plaything has washed away the activity involving a
physical body from young guys. Due to decrease of energy consumption at playtime,
SNICKERS started losing its presence. To remind the "Guys" of joy of the activity
involving a physical body, and bring SNICKERS to their attention, we invented an
enormous playground for them to go physically wild "The World's First Tandem Rodeo".

Describe how the promotion developed from concept to implementation.
To remind the"Guys" of joy of the activity involving a physical body, we invented an enormous playground for young guys to go physically wild, which is "The World's first Tandem Rodeo Championship".

Explain why the method of promotion was most relevant to the product or service.
TVC's, print ads etc. traditional media haven't stimulated the their minds anymore. To raise the brand's engagement, we needed more direct way to stimulate and grab the young guys minds.

Describe the success of the promotion with both client and consumer including some quantifiable results.
・155% sales growth during the campaign period
・1,300,000 votes for team competition and 220,000 accesses to the campaign site