URBANIA by Havas Sports & Entertainment Mexico for Snickers

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URBANIA

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Industry Chocolate, Bars
Media Promo & PR, Case study
Market Mexico
Agency Havas Sports & Entertainment Mexico
Creative Director Alfredo Cottin
Released August 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: MARS
Product/Service: SNICKERS CHOCOLATE BAR
Agency: HAVAS ENTERTAINMENT
Date of First Appearance: Aug 31 2009 12:00AM
Entrant Company: MPG , Mexico, MEXICO
Creative Director: Alfredo Cottin (Havas Entertainment)
General Manager: Adriana Peña (Havas Entertainment)
Account Director: Laura Bonilla (MPG)
Client Services Director: Sandra Zerda (MPG)
Planner: Abigail Mendez (MPG)
Media placement: TV Campaign – 2 Spots - Televisa / TV Azteca - 31 August 2009
Media placement: TV Campaign – 4 Capsules - TV Azteca / Telehit - 16 October 2009
Media placement: TV Campaign – 2 Spots - MTV, Fox, Fox Sports, ESPN, TNT, Telehit - 31 August 2009
Media placement: TV Campaign – 1 Tv Program - Telehit - 3 December 2009
Media placement: The Internet - Snickers.com.mx, Youtube, Flickr, Twitter - 26 August 2009
Media placement: Radio – 1 Spot And 86 Mentions - GRC, IMER, Televisa Radio, NRM. - 14 September 2009
Media placement: Radio – 4 Remote Control - GRC, IMER, Televisa Radio, NRM. - 26 September 2009
Media placement: Radio – 2 Interviews - Televisa Radio - 17 September 2009
Media placement: Outdoor / Subway – 365 Prints - ISA - 31 August 2009
Media placement: Outdoor / Subway – 10 Redeem Points - ISA - 7 September 2009

Results and Effectiveness
• Vol. sales increased 14% nationally and 19% in Mexico City • + 5% repurchased • + 28% in product trial • Daily consumption intent up 2.5x and weekly up 37% vs.2008 • 44% more than once/week purchase intent (vs.30% pre-event) • Spontaneous brand Awareness 43% vs.29% pre-event • TOM 12% vs. 6% pre-event • 100,000+ people attended (42% vs.16% in 2008) • 70% learned about Urbania through WOM • Urbania YouTube bigger than MTV’s channel • “Gives you energy” 62% (+ 20%) • “Helps in everyday challenges” 59% (+14%) • 2nd most loved brand for the target

Creative Execution
On the road, the street-heroes trained in readiness to take on the best skaters and BMXers of Mexico at Urbania. Creativity ensued -skaters co-wrote a song with the band and online clips acted as teaser webisodes. Mini-insights into their world were shared -Twitter, Flickr and YouTube - to build anticipation. Buzz pointed towards www.snickers.com.mx,and road trip followers viewed profiles and ranked the guys as rockstars depending on their trip popularity. Upcoming bands participated in an online competition to become the opening act at Urbania. At urban touchpoints, ads and ticket giveaways and TV/radio generated awareness for the event and the road trip. Our heroes proved themselves against the best at URBANIA, their struggle reported live via Twitter and Flickr. Urbania live reports and rock bands/competitors interviews were given at radio stations. Social networks acted as community sharing points. A 40" teaser leading into a 1/2 hour TV-show unfolded street hero stories.

Insights, Strategy & the Idea
In Mexico, despite the chocolate market decreasing 25% and Snickers 18%, the client wanted to increase sales 10% and return product trials to 70%, 2008 levels. To make matters worse, Snickers bar price increased 20%. Snickers biggest marketing effort is Urbania. This urban festival has been running for three years, and is now part of the saturated entertainment environment of Mexico City. To help turn around sales, a radical overhaul of Urbania was needed, in a way that shifts it from being a simple event to a long term brand property that resonates with a wider community of potential consumers and improves brand loyalty in the process. Seven street-hero athletes went on the road and filmed experiences with an Urbania-supported band. Life on the road became our story, marking the death of traditional event marketing and hailing the rise of conversational marketing, where story-telling takes its place centre stage.