Snickers Promo, Case study MENS POWER GENERATION by I&S BBDO Tokyo

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MENS POWER GENERATION

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Industry Chocolate, Bars
Media Promo & PR, Case study
Market Japan
Agency I&S BBDO Tokyo
Director Masaki Furukawa
Producer Kanou Ishikawa, Kousuke Kumakura
Released December 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: MARS JAPAN
Product/Service: SNICKERS
Agency: I&S BBDO
Creative Director/Planner: Masaki Honda (I/S BBDO)
Planner: Douta Kawai (I/S BBDO)
Planner: Sei Sugiyama (I/S BBDO)
Event Planner: Shun Ajiki (I/S BBDO)
Web Planner: Hiroshi Kojima (Proximity Japan)
Production Company: (Niban-Kohboh Production)
Producer: Kanou Ishikawa (Niban-Kohboh Production)
Producer: Kousuke Kumakura (Niban-Kohboh Production)
Director: Masaki Furukawa (Niban-Kohboh Production)
Manager: Yoshitomo Yao (Niban-Kohboh Production)
Media placement: Event - Shibuya - 21 December 2011

Summary of the Campaign
March 11, 2011. A massive earthquake followed by a devastating tsunami slammed the Tohoku area of northern Japan.
Following the Fukushima Nuclear plant meltdown almost every Nuclear power plant in Japan stopped. There was a possibility that we would lose 1/4 of our electric power.

We developed an alternative energy source - a source of energy that often goes wasted: 'The Power of Men' - and Snickers is man fuel, fuel for men to do their best. We created a power-generating bike that can light up a Christmas tree.
We looked for men who can ride them, and sent the tree as a gift to temporary housing in the disaster area.

The Situation
March 11, 2011. A massive earthquake followed by a devastating tsunami slam the Tohoku area of northern Japan.
Following the Fukushima Nuclear plant meltdown almost every Nuclear power plant in Japan stopped. There was a possibility, we would lose 1/4 of our electric power.

The Goal
The Brand wanted to help the disaster area in north-eastern Japan.

The Strategy
- Utilize The Power of Men - a source of energy that often goes wasted;
- Use that power to make life better.

Snickers is man fuel, fuel for men to do their best.

Execution
We created a power-generating bike that can light up a Christmas tree.
We looked for men who can ride them, and sent the tree as a gift to temporary housing in the disaster area.

Documented Results
- 200 young male volunteer generated 332.41 w/h, which lit up Christmas trees in 2 temporary housing areas during whole Christmas season;
- 2,000 favorable tweets about the project and brand.