GET SOME NUTS by Mediacom London for Snickers

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GET SOME NUTS

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Industry Chocolate
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Art Director Tim Page
Released January 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: MARS
Product/Service: SNICKERS CHOCOLATE BAR
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/snickersgetsomenuts?v=app_128827823546&ref=ts
Associate Director: Oliver Seares (MediaCom)
Account Director: Andy Walsh (MediaCom)
Senior Planner: Rebecca Parrott (MediaCom)
Senior Digital Planner: Charlie Lockett (MediaCom)
Art Director: Tim Page (MediaCom)
Head of Mobile: David Fieldhouse (MediaCom)
: Richard Metcalf (Joule)
: Dan Russell (AMV)
: Neel Patel (MediaCom Create)
Media placement: Digital - Various sites - 01/02/10

Results and Effectiveness
91,000 people got Mr T to tell a friend to “get some nuts” via the voice message activation with a cost per engagement of just 27p. The campaign also acquired 84,000 Facebook friends. We drove 265,444 consumers to Getsomenuts.tv, resulting in a cost per visitor that was down 96% YOY. The end result was more Snickers sales (a 2% increase in value sales in a declining market).

Creative Execution
Our digital campaign featured the world’s first in-banner voice-message generator. By rolling over the ad, the user could select a friend’s name, enter their phone number, and select a reason why that friend needed to “get some nuts” – because they never buy the drinks, because they spend too much time with their girlfriend, and so on. This could also be done on the Snickers website. The friend would then receive a call from Mr T, referring to them by name, pointing out their foibles, culminating in the suggestion that they “get some nuts”. To make the initiative even more viral, they’d receive a text allowing them to pass it on to their friends. We also developed a non-traditional trading method, with space bought on a “cost per voice message” basis on sites such as Facebook. This meant we only paid when people interacted and sent voice messages to their friends.

Insights, Strategy & the Idea
Substantial chocolate bars are in long-term decline – even Snickers’ audience of young men eat more healthily these days. Despite the successful launch of a new ad campaign at the end of 2007, featuring The A-Team’s Mr T encouraging the UK’s males to “Get Some Nuts”, increasing sales in this category is a real challenge. Our only chance was to make the campaign famous amongst young men, taking the idea away from advertising breaks and into their culture and conversations. Our insight was that young men’s friendships revolve around mocking and abusing each other. So we gave them the opportunity to send personalised phone messages from Mr T suggesting their friends needed to “get some nuts” – a friendly assault on their masculinity and a call to action to buy Snickers. And if you were going to have your masculinity questioned, who wouldn’t want the accusation to come from a genuine 80s icon?