Snickers Promo, Case study FOOTBALL COMMENTARY by BBDO Beijing

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FOOTBALL COMMENTARY

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Industry Chocolate, Bars
Media Promo & PR, Case study
Market China
Agency BBDO Beijing
Executive Creative Director Ng Tian It
Creative Director Oscar Liang, Xiao Kun, Kelvin Leong
Copywriter Oscar Liang, Gason Wu
Released March 2011

Credits & Description

Category: Best Use of Audio
Advertiser: MARS FOOD CHINA
Product/Service: SNICKERS
Agency: BBDO
Media Agency: STARCOM, Beijing, CHINA
Chief Creative Officer: Leong Wai Foong (BBDO)
Executive Creative Director: Ng Tian It (BBDO)
Creative Director: Oscar Liang (BBDO)
Creative Director: Xiao Kun (BBDO)
Copywriter: Oscar Liang (BBDO)
Creative Director: Kelvin Leong (BBDO)
Copywriter: Gason Wu (BBDO)
Media placement: Radio - Radio - 15 March,2012

Insights, Strategy & the Idea
The Mars client wanted us to take the Snickers "You Are Not You When You're Hungry" proposition to another medium.
We need to bring to life the sweet spot between ‘Hunger’ and ‘Energy’ in a locally relevant manner.
China youth are a generation open to new ideas and who value diversity and individuality.
In addition, they are a generation constantly addressed by advertising.
A generation that is beginning to show signs of frustration with ‘generic’ and ‘indistinguishable’ visions of youth that constantly target them.

Creative Execution

To do this, we need to find a new medium that tells the Snickers brand story in a way that would resonate strongly with Chinese youths.
So we hijacked a popular live football radio programme which has a big following amongst the 90s generation. They are young, and in many cases, still in school or university.
We got two radio sports commentators to enact the agency’s radio script in their usual slot.
And this caught listeners by surprise.
Amazingly after just a few minutes, people started to highlight the interruption on social networking sites. This also created a big
discussion in online forums. Bloggers picked up the news and wrote about the interruption on their blogs.

Results and Effectiveness
Our objective, we wanted Snickers to create conversation.
• 38% increase in sales in the first month
• 250% increase in brand awareness
• 466 mentions in major press and magazines and many more on social networking sites
• Because it created so much publicity, the Ministry of Telecommunications Department has
banned radio stations from allowing hijacking on their programmes.