Malaysian Media Awards Winners Showcase

2013 | |

You’re Not You When You’re Hungry – The Football Community Frenzy

Advertiser: MARS
Brand: Snickers
Creative Agency: BBDO (M) Sdn Bhd
Credits: Starcom MediaVest Group (A division of Vivaki Malaysia) — YouLi Hooi (Human Experience Strategy Director) / Starcom Worldwide — Stephanie Foong (Planning Director), Elsa Fong (Media Manager), Aaron Tan (Media Planner) / Jireh Consult — Debbie (PR Consultant)

Snickers is a relatively small chocolate brand in the intensely competitive category. To gain brand awareness and occupy the ‘hunger’ platform for chocolates, Snickers launched a new campaign idea – You’re Not You When You’re Hungry to accelerate the brand whilst improving market share by at least 1%. 

We needed a platform where there was high-octane action, and energy lost could be quickly replenished. This led us to Malaysia’s most popular sport – football. The opportunity: To be a part of the sporting action, leverage on the power of the football community, ride on the popularity of local players, thus ensuring Snickers was in the thick of the action, whenever there were moments of hunger while playing, watching or engaging with the sport. 

In the spirit of competition, we kicked off an intercountry challenge where Malaysian radio listeners were up against Singapore and Philippines radio listeners. DJs scouted for participants to show their ‘hungry actions’ online. The country with most participants wins their local football association six months supply of Snickers. Facebook being borderless allowed fans to check their country’s status. Football fans went into a frenzy to support their national football teams whilst satisfying their hunger pangs. 

GOAL for Snickers! – Fans became loyal communities >30,000 fans acquired – Earned media valued at MYR1.2million – Brand awareness increased by 3% – Brand usage increased by 9% – Recorded an all time high market share surpassing its target from 3.9% to 5.2% – Snickers consumption increased by 31%.