The challenge was that people simply
weren't thinking about buying Snickers when out and about. We
needed to remind people why and most importantly when they can
enjoy a Snickers.
We all have moments when we are not
feeling ourselves - irritable, whiney, bad tempered. We would
firmly place the blame for these moments at hunger's door,
positioning Snickers as the hunger-busting solution to make sure
you stay on top of your game.
The Big Idea
We would make Snickers own these
moments, so that every time someone is not feeling themselves they
reach for a Snickers. Our TV ad explained this well, but let's face
it, you're probably not having one of these moments when you're
watching TV; they're much more likely to happen when you're out
with your mates, commuting or stuck in work. Our media insight was
that we had to own and badge those "You're not you when you're
hungry" moments when people were in the vicinity of a chocolate bar
and the instant fix of a Snickers.
The best way of landing the idea was
to leverage the power of celebrities and people in the public eye.
We created a media storm by getting these celebrities to tweet
out of character messages and got everyone talking about Snickers.
We physically put the YNY message into consumers' hands using Metro
brand to hand. Emergency Snickers bars were given to commuters in
the morning, listing the symptoms of hunger. If feeling any of
these, the reader should break the 'emergency glass' and eat their
Snickers. This was pre-promoted in the Metro and online. An
editorial column ran in the Metro every week digesting the week's
YNY stories from the world of celebs, politics and sport, as well
as featuring reader YNY moments of the week. Contextual online
display surrounded YNY stories as they broke on the Metro and Mail
Online websites, with tailored creative to suit the editorial (e.g.
Newsreader walks into lamp post while conducting an interview, ad
copy reads 'Bear with a sore head').
Over the 12 weeks of the launch
campaign, we saw an increase in the number of Snickers singles sold
in the Impulse channel; 705,000 more bars than last year. We've
also seen double digit growth in value sales in some channels.