| One Show 2017 | ||
|---|---|---|
| Film | Innovation In Film: Online | Merit |
| Dubai Lynx 2017 | ||
| Media | Sectors: Fast Moving Consumer Goods | Silver |
| Interactive | Branded Games | Bronze |
| Interactive | Online Video: Interactive Video | Silver Campaign |
| Promo & Activation | Use of Promo & Activation: Use of Competitions & Promotional Games | Bronze |
| Loeries Awards 2017 | ||
| Digital & Interactive Communication | Digital Applications, Games & Interactive Tools | Bronze |
| Cannes Lions 2017 | ||
| Media | Sectors: Food & Drinks | Bronze Lion |
Media: Case Film
Client: Mars
Product: Snickers
Agency: Impact Bbdo Dubai, United Arab Emirates
Entrant: Impact Bbdo Dubai, United Arab Emirates
Product/Service: Snickers
Idea Creation: Impact Bbdo Dubai, United Arab Emirates
Production: Good People Beirut, Lebanon
Additional Company: Lizard Vfx Cairo, Egypt
Additional Company 2: Serena Dubai, United Arab Emirates
Additional Company 3: Mango Jam Studio Dubai, United Arab Emirates
Executive Creative Director: Fadi Yaish (Impact Bbdo Dubai)
Creative Director: Jamie Kennaway (Impact Bbdo Dubai)
Creative Director: Steve De Lange (Impact Bbdo Dubai)
Associate Creative Director: Dio Santos (Impact Bbdo Dubai)
Motion Graphics Lead: James Elgie (Impact Bbdo Dubai)
Editor: Joris Bosdriesz (Impact Bbdo Dubai)
Senior Producer: Anju Purushot (Impact Bbdo Dubai)
Post Producer: Ann Geleen Amparado (Impact Bbdo Dubai)
General Manager: Samantha Stuart-Palmer (Impact Bbdo Dubai)
Regional Account Director: Frances Mccabe (Impact Bbdo Dubai)
Senior Account Manager: Lina Ghulam (Impact Bbdo Dubai)
Director: Maged Nassar (Good People)
Executive Producer: Michel Abou Zeid (Good People)
Dop: Pierre Mouarkesh (Good People)
The Campaign:
Why watch a pre-roll when you can play one?
These pre-rolls spots sought to engage audiences by turning the pre-roll into a game viewers could “play” using the only input available: The Pause button.
At certain intervals throughout the two spots, a Snickers bar crosses the bottom of the screen.
The viewer is challenged to “catch” the Snickers by way of a perfectly timed press of the pause button.
With a little luck and timing, the title characters could be transformed back into their original selves.
Creative Execution:
Our films were designed to be played as pre-roll ads on YouTube, and automatically played before our target audience’s selected videos. People were also directed to the videos from the Snickers’ social media pages.
Reach:
Over 2 million total views in first week of launch. An unprecedented 92% audience retention rate, 78% higher than the industry standard. That means that the vast majority of viewers chose to watch the spots to the very end.
Source: YouTube, Facebook analytics, February 2017
Snickers target market covers millennials who have grown up in an era of videogames. As such, they instinctively understand gamification and seize upon any opportunity to play.
Using design and sound elements from classic 8-bit gaming, our videos primed our audience into game mode from the get go and convinced them to stick with the video to the end.