Snickers Promo, Case study SNACKLISH GPS by Mediavest New York

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Industry Chocolate
Media Promo & PR, Case study
Market United States
Agency Mediavest New York
Released March 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: MARS WRIGLEY
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: MEDIAVEST, New York, USA
Senior Vice President/AOR Director: Sarah Personette (MediaVest)
Senior Vice President/Investment Director: Michal Rubin (MediaVest)
Vice President/Connections Director: Scott Schwartz (MediaVest)
Associate Director: John Coppolla (MediaVest)
Connections Associate Director: Dan Finkelstein (MediaVest)
Activation Manager: Samantha Huggins (MediaVest)
Connections Manager: Jillian Weitzman (MediaVest)
Activation Manager: Tom Dispoto (MediaVest)
Connections Associate: Dorothy Ho (MediaVest)
Account Director: Ritu Sharma (TBWA Chiatday)
Media placement: Digital Bus Kings - NYC Buses - 02/03/2009
Media placement: Digital Taxi Tops - NYC Taxi Cabs - 02/03/2009

Results and Effectiveness
Snickers achieved 3 consecutive months of sales growth, March (+7%), April (+13%) and May (+22%) – outpacing the category and marking an amazing growth for an 80 year old brand. The campaign also led to viral success for the brand with increases in website traffic, Facebook registrants (up 270%) and Google Searches. Additionally, Snacklish conversations about offline executions were raved about on online social media like Twitter (43,640 digital brand mentions) and through unpaid celebrity endorsements (Shaquille O’Neil). We reignited relevance for Snickers among consumers – making the Snacklish campaign a huge snackcess (success).

Creative Execution
We delivered instant inside jokes through hyper-local technology. GPS enabled buses and taxis were engineered specifically for Snickers to have the capability of updating copy depending on the neighbourhood they were driving through. We leveraged Snacklish – branded slang that tied back to Snickers equity (peanut, nougat, snack, etc) – and linked it to landmarks and neighbourhoods on a micro-local level. For example, when city buses were within a 10-block radius of New York City’s Planetarium the Snicker’s ad copy read Peanutarium but when the same bus drove through New York’s Little Italy neighbourhood, the copy digitally changed to Chow Bella (Ciao Bella). The messaging was culturally relevant down to the city block and gave consumers that made-just-for-me joke – a wink & nod to the shared humour between Snickers and our consumers.

Insights, Strategy & the Idea
Snickers has long stood for “Hunger Satisfaction,” but in a world where a fast-food hamburger costs only $1 it was becoming increasingly difficult to compete on stomach alone. We needed to innovate the communications message of the almost 80-year-old brand to regain relevancy and drive sales growth among our core male target. Nothing curries favour with men more than a sense of humour. Inside jokes about surroundings and daily life are the “secret handshake” in guys’ social circles. So, we set out to create a knowing laugh – with Snickers as the witty friend – and gain admittance to their clique.