Campaign: Hungerithm

Client: Mars Chocolate Australia - Snickers

Agency: Clemenger BBDO - Melbourne


Background

The chocolate bar (self-consumption) category in Australia is worth $484million and experiencing 6% YOY growth. Despite these gains, category penetration amongst Millennials (18 – 34 year olds) has declined at 6% since 2007 as they opt for bite-size chocolate or other alternatives.

Chocolate bars are one of the most frequently promoted categories in food. Shoppers face an onslaught $1 bars or 2 for $3 offers, which has led to over 50% of all convenience store purchases now happening on promotion.

It’s never been more important for SNICKERS to be noticed by an increasingly hard-to-reach target.


Goals

SNICKERS needed to find a way to tell its ‘YOU’RE NOT YOU WHEN YOU’RE HUNGRY’ story, rising above the noise and leveraging the ‘discount hunting’ behaviour of consumers.

  1. Drive reach of SNICKERS brand communications to over 2 million Millennials beyond TV
  2. Increase sales of SNICKERS in a key retailer by 10% Insights ‘YOU’RE NOT YOU WHEN YOU’RE HUNGRY’ is an insight-rich platform.


Creative solution

The SNICKERS HUNGERITHM: a hunger-algorithm that monitored online mood and priced SNICKERS at 7-Eleven accordingly. The angrier the Internet, the cheaper the SNICKERS.

The algorithm was built on a 3,000-word lexicon, analysing 14,000+ social posts a day, updating prices over 144 times daily. Each analysed post was reinterpreted as a data-point that captured the polarity, subjectivity and intensity of language used.

HUNGERITHM updates were promoted via social in response to real-time events.

A combined dataset was analysed every 10 minutes and assigned one of 10 different ‘moods’ with a relevant SNICKERS price. So, whenever the internet was feeling ‘PRETTY CHILL’, SNICKERS was AU$1.75. But when it was ‘LOSING IT’, prices could drop to as low as AU$0.50.

People could monitor online (www.snickers.com.au) and claim a SNICKERS coupon directly to their phone to redeem at a nearby 7-Eleven.

Strong push on launch:

  • Over 50 Millennial-read publishers including tech, pop culture, current affairs and other interests were informed about the campaign
  • 30 second video explained how the HUNGERITHM worked on Facebook video, along with banner display and radio ads on Spotify
  • In-store signage and display at 7-Eleven offering $2.00 SNICKERS for those that didn’t have a coupon at the time.

Over the 5 weeks, promoted Tweets and Facebook posts that talked to the fluctuating mood or key events that upset the Internet (think Donald Trump or Game of Thrones) were shared.

This was complemented by additional short-form film to help drive site visitation, broadcast integration on The Morning Show and Daily Show, and 7-Eleven promoting their own posts and film to drive more people in store.


Effectiveness

HUNGERITHM ran live 24/7 for 5 weeks, changing the price of a SNICKERS over 5000 times.

Over the campaign period and beyond, HUNGERITHM delivered for SNICKERS.

  • Over 150 articles published globally with the likes of Gizmodo, Mashable, and ETC and over AU$1.4m in earned PR value.
  • SNICKERS mentions increased by 120 per cent and over 70,000 people visited the website to download a coupon.

Instead of a price ticket, we put dynamic pricing literally into the hands of people – and told our SNICKERS brand story through it too.

Due to its success, we are in the process of working with Mars and a combination of retail partners to roll out Hungerithm globally.


Credits

Agency team:
James McGrath
Ant Keogh
Stephen de Wolf
Evan Roberts
Jackson Harper
Shannon Crowe
Jim Robbins
Will Barber
Michael Derepas
Matt Pearce
Sonia von Bibra
Christian Russell
Nathan VanderByl
Ben Crowe
Allan Ngo
Nichola Patterson
Adam Hengstberger
Jennifer Chin
Bryce Coombe
Sam Ayre

Collaborators:
Production company: FINCH
Media Agency: Mediacom
Animation: Jacky Winter Group / Flutter Productions

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