Snickers: Case study

Credits & Description:

Client MARS WRIGLEY CONFECTIONERY
Product/Service SNICKERS
Entrant BBDO GUERRERO Makati City, THE PHILIPPINES
Idea Creation BBDO GUERRERO Makati City, THE PHILIPPINES
David Guerrero BBDO Guerrero Creative Chairman
Federico Fanti BBDO Guerrero Executive Creative Director
Rachel Yulo BBDO Guerrero Creative Director
Liz Castañeda BBDO Guerrero Creative Director
Bern Cordora BBDO Guerrero Art Director
Caleb Cosico BBDO Guerrero Art Director
Trisha Tobias BBDO Guerrero Designer
Trisha Salonga BBDO Guerrero Art Director
Michelle Edu BBDO Guerrero Associate Creative Director
Michelle Co BBDO Guerrero Art Director
Franco Villaflor BBDO Guerrero Designer
Gab Garcia BBDO Guerrero Designer
Nico Zapanta BBDO Guerrero Associate Creative Director
Chico Javier BBDO Guerrero Art Director
Miel Soneja BBDO Guerrero Art Director
Nikki Sunga BBDO Guerrero Associate Creative Director
Manuel Villafania BBDO Guerrero Creative Director
Karen Go BBDO Guerrero Client Service Director
Liezl Villamor BBDO Guerrero Account Director
Regie Ucang BBDO Guerrero Senior Account Manager
Al Salvador BBDO Guerrero Creative Services Director
Vilma Magsino BBDO Guerrero Final Artist
Jomar Marasigan BBDO Guerrero Final Artist
Cielo Laforteza BBDO Guerrero Traffic
Links
Social Media URL: https://www.facebook.com/Snick...
Social Media URL: https://www.facebook.com/Snick...
The Campaign
We needed digital agile posts for Snickers about the World Cup. The problem was we weren't allowed to mention 'World Cup'. We noticed people were committing a lot of typographical errors in their official hashtags, from #WorldCapFinals, to #WorldCopFinals. So we used every hashtag that sounded like 'World Cup', and created the 'Wrong World Finals'. Communicating one simple message: You watch the wrong match when you're hungry.
Creative Execution
We created a series of promotional posts for the Wrong World Finals jumping off from the wrong hashtags we found online. These were released during finals week. We hijacked trending World Cup topics on social media by tagging shared posters with all relevant World Cup hashtags. To keep users engaged, we invited them to suggest their own ‘Wrong World Final’. We responded to them over the course of finals week with customized posters and GIFs of their suggestions. Each poster made used different styles and mediums to visually show our interpretation of each Wrong World Final. Aside from being released online, we also placed posters in underground passes and sports bars to remind people not to watch the wrong match hungry.