Malaysian Media Awards Winners Showcase

2014 | |

How a weak Goalkeeper help push Snickers to be Top 5

Advertiser: MARS
Brand: Snickers
Creative Agency: BBDO , Factori Communications
Credits: Starcom — Stephanie Foong (Planning Director), Dominic Gan (Senior Media Planner),Starcom MediaVest Group — ShenYee Leong (Digital Executive – Social Media), YouLi Hooi (Human Experience Strategy Director)

The Challenge
In 2012, SNICKERS launched its new hunger proposition “You’re not you when you’re hungry” with a new character, the infamous weakling, LínDàiyu as a female goalkeeper. Her presence on non-TV media has yet to be maximized. How could LínDàiyu help SNICKERS to be top 5 chocolate brands by end 2013?

The Solution – Insight & Idea
Malaysians love their football. But they don’t know LínDàiYu, a character from a classical Chinese fiction novel. This character who was very ladylike, plays a weak goalkeeper. Her sentimental and perpetual weak qualities remind us of our behaviour whenever we are hungry. When we are weak, we complain, and are out of character. We needed to make LínDàiyu popular across media channels. We had to infiltrate sports segments across channels and social space with this weakling. Therefore we became LínDàiyu’s sports agent. Our role was to promote her and negotiate her appearance in different media scene. The idea: Make LínDàiyu the next sports spokesperson. LínDàiyu was to make her appearance on mainstream TV, newspapers, social media as well as retail space.

The Execution
First we had to popularize LínDàiyu on social media. Facebook was the main platform to communicate her day-to-day activities to SNICKERS fans. This included rounding up the audience to an online contest, posting Facebook statuses whenever she was hungry, mopping and playing football badly. The online contest, “Hungry for SNICKERS” drove fans to purchase SNICKERS bars. The more bars consumed the higher the chances to win the latest smartphones. Across TV and digital space, we made her appearance during sports segments (such as ESPN, sports updates and news) across stations. LínDàiyu, then communicated to her fans on social media to catch her on TV as well as on YouTube. To reach her sports fans online, we used programmatic buying to reach our audience across sports channels. We negotiated for LínDàiyu to become a football news reporter in The Sun’s sports section. She only reported football match blunders. Whenever there were football blunders, LínDàiyu would appear the next few days giving her ‘updates’ on these blunders.

The Results
SNICKERS scored and secured the Top 5 chocolate brands position by end of 2013.(Source: ACNielsen,Chocolate Category Retail Audit 2013) Digital space garnered 104,833,644 impressions. The contest reached 4,000,000+ people with 26,658 entries. Facebook fans increased 132%, engagement increased to 27% from a monthly 1.6% average. Our penetration into sports channels lowered TV cost by 20%. More importantly, audience recognized SNICKERS satisfies hunger. Brand awareness increased from 92% to 96%. (Source: Ipsos, Brand Health Tracking 2012/13)