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The Hunger Spotter POP

basics
Industry: Confectionery & Snacks
Media:Radio
Style: Minimalism
descriptioncnen
ScriptInEnglish
Pop Song/Script: So Empty Inside, By Anita Snickers You’re acting puzzled like someone you’re not. Tell me this, did your dad steal your laptop? You’ve always loved pop, But now you look all phased. Since you put on that weird song You found these other beats, Why you being so strange? Well you have changed. You’ve changed. You’ve changed. You’re acting like someone you’re really not. You’re changed. You’ve changed. And now you really need to listen up. You’re so hungry and forgetful. Your music taste changes when you’re hungry, So grab a Snickers and get back to the tracks you love.
Implementation
We achieved the objective of using a new medium to reach the Snickers audience in a memorable, entertaining and different way. The campaign was the first ever to use deviation from usual listening patterns in order to communicate a brand message. Because this was a partnership with Spotify, we wanted to disrupt the listener’s experience through music rather than VO – which felt more natural for the platform and also true to the idea. Therefore we needed the music to do the VO’s job, which is why we even incorporated the endlines into the songs.
EntrySummary
The Snickers ‘You’re Not You When You’re Hungry’ campaign has been running in over 80 markets for the last nine years. Rooted in a universal insight – that people don’t act like themselves when they’re hungry. But Snickers have yet to tell their story in audio alone, and we wanted to change that.
BriefExplanation
Using streaming data, we targeted fans of Spotify’s most popular genres – rock, pop and grime. When one of these people streamed a genre they didn’t normally listen to, they were served a “You’re Not You When You’re Hungry” ad that called them out for their sudden change in music taste, and suggested they were hungry and in need of a Snickers. But these weren’t just any old ads. We created bespoke songs which were written and recorded in the music style that the listener usually loves. In doing so, we took the successful and well-known Snickers message, ‘You’re Not You When You’re Hungry’, and reimagined it for audio advertising using streaming insights to personalise the message and deliver it at the most humorous and relevant moment.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Radio and Audio
Use of Radio or Audio as a Medium
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