Kerry Foods: The Snacker Hacker

Credits & Description:

Title: The Snacker Hacker
Agency: Saatchi & Saatchi
Brand: Kerry Foods
Country: United Kingdom
Entrant Company: Saatchi & Saatchi, London
Advertising Agency: Saatchi & Saatchi, London
Media Agency: Vizeum Global, London
Production Company: Redlight Studios, London / Absolute Post, London / Stink Studios, London / Inside Job, London
Executive Creative Director: Rob Potts (Saatchi & Saatchi)
Planner: Raquel Chicourel (Saatchi & Saatchi)
Creative Director: Will John (Saatchi & Saatchi)
Creative: Rob Watts (Saatchi & Saatchi)
Digital Executive Creative Director: Ricardo Figueira (Saatchi & Saatchi)
Designer: Daniel Reeve (Saatchi & Saatchi)
Executive Creative Director: Andy Jex (Saatchi & Saatchi)
Planner: William Poskett (Saatchi & Saatchi)
Integrated Producer: Lisa Mason (Saatchi & Saatchi)
Business Leader: Adrian Ash (Saatchi & Saatchi)
Account Manager: Fergus Waddell (Saatchi & Saatchi)
Digital Project Manager: Hitomi Kato-Moore (Saatchi & Saatchi)
Director And Editor: Max Clark (Inside Job)
Creative: Steven Parsons (Saatchi & Saatchi)
Creative: Matt Woods (Saatchi & Saatchi)
Head Of Design: Bruno Di Lucca (Saatchi & Saatchi)
Designer: Talveer Uppal (Saatchi & Saatchi)
Production Company Producer: Ross Saunders (Inside Job)
Social Team: Chloe Knight (Saatchi & Saatchi)
Social Team: Laura Williams (Saatchi & Saatchi)
Media Planner: Richard Bradley (Vizeum)
Campaign Description:
From TV to Anonymous, hacking is seen as the cool side of coding. Fridge Raiders leveraged this to create the world’s first live hacking adventure, which was secretly a classroom. Over six weeks players undertook nine challenges, chasing down a Hacker. Each challenge was a lesson in disguise, co-built with Makers Academy, a leading EU coding schools. The adventure culminated in an epic showdown were fans used their new skills, to take the Hacker down. Only then was it revealed they had been trolled & had in fact learnt the basics of Python, the coding language of choice in schools across the UK.
Strategy:
Fridge Raiders has a long history of ‘powering up’ gamers, beginning in 2013 when they discovered that 2.09M teens in the UK game & snack after school every single day. In 2016 they wanted to take this purpose to the next level & take on the coding crisis facing the UK. Coding is often dull & difficult to learn, so we decided to power up gamers and make learning fun….and what could be more fun than a game? So, we decided to turn entertainment into education and create the world’s first hacking adventure, live on the Internet. An adventure that saw them become the first brand in the world to hack six gaming superstars, whilst secretly teaching thousands of gamers the basics of coding. .
Execution:
How do you capture the attention of the most distracted audience in the world, teenagers? We decided to create the world’s first YouTube blackout, taking down six of their biggest gaming superstars in the world at once. Their sixty million, now hysterical, fans where sent a breadcrumb trial of clues across the Internet. Once all clues were solved they landed on the Hacker’s lair, here is where the heart of the campaign began. Over six weeks, and nine challenges, fans attempted to unmask the Hacker. Secretly, each challenge was a coding lessons in disguise co created with Makers Academy, a leading EU school. Only then was it revealed they had been trolled & had in fact learnt the basics of Python, the coding language of choice in schools across the UK.
Synopsis:
The UK is facing a digital skills crisis, costing the UK economy around £63bn a year. At the heart of this crisis is coding, the lifeblood of the digital age. Learning to code is often dull and difficult and most high school teachers (81% according to the Teachers Union) feel ill equipped. Fridge Raiders has a history of powering up teen gamers with the MMM3000 (world’s first snacking helmet for gamers) & FRHANK (world’s first AI gaming robot). They wondered if they could take this purpose to the next level and power up teens by improving their digital skills?
Outcome:
Fridge Raiders used its purpose to take on the UK’s digital skills crisis, getting 1000s of teens powered up & coding. The campaign generated over 20M views (x5 greater than the UK teen population), attracted over 135,000 unique visitors and 77,000 coding lessons were undertaken (equivalent to 3,800 classrooms). Best of all the campaign was picked up and used in numerous schools across the country and helped one student secure full time employment as a coder. Who says school had to be boring!