Australian Campaigns of the Decade: SNICKERS ‘HUNGERITHM’ (2016) VIA CLEMENGER BBDO MELBOURNE
In the lead-up to the start of the 20s Campaign Brief nominates the campaigns that contributed to Australia being consistently ranked in the top 5 most awarded countries at global award shows throughout the decade.
The Internet gets a little angry when it’s hungry. So Clemenger BBDO Melbourne and Mars Chocolate Australia teamed up to create the Snickers Hungerithm – a hunger algorithm that monitors the mood of the Internet, and then lowers Snickers prices accordingly.
The angrier people got, the cheaper Snickers got, with prices updating over 140 times a day and dropping to as low as 82% off the normal shelf price. For example, if Donald Trump received Republican Party endorsement, the price of a Snickers could plummet to 50 cents.
Built on a 3,000-word lexicon, the Hungerithm determined online mood by analysing around 14,000 social posts a day. It even understood slang, sarcasm and variations in context.
To claim their Snickers, users simply visited snickers.com.au and clicked “Get a Snickers” to generate a unique barcode and head to any one of 7-Eleven’s 630 stores around the country. No downloading apps or printing vouchers were required.
The Hungerithm was designed to bring Snickers world-famous “You’re Not You When You’re Hungry” campaign into the digital age by tying it to real-time reactions to real world events. The campaign had previously featured high profile celebrities such as Betty White, Robin Williams, Joe Pesci and Willem Dafoe (as Marilyn Monroe).
The nationwide campaign included video, digital, outdoor, PR and social elements that generated and responded to conversation around real world events.
The campaign was highly awarded worldwide, including six Gold Lions at Cannes in 2017 and 21 Lions in total. Thanks to ‘Hungerithm’ ~ together with the even more awarded TAC ‘Meet Graham’ campaign ~ Clemenger BBDO Melbourne was crowned 2017 Cannes Agency of the Year.
Client: Mars Chocolate Australia
Agency: Clemenger BBDO Melbourne
Executive Creative Director: Ant Keogh
Creative Directors: Evan Roberts and Stephen de Wolf
Digital Creative Director: Ben Keenan
Art Director: Jackson Harper
Copywriters: Shannon Crowe and Jim Robbins
Regional Director: Jennifer Chin
Group Account Director: Bryce Coombe
Senior Account Manager: Sam Ayre
PR Director: Nichola Patterson
Planning Director: Michael Derepas
Senior Planner: Matt Pearce
Executive Producer: Sonia von Bibra
Head of Interactive Production: Christian Russell
Community Manager: Will Barber
Senior Digital Producers: Nathan VanderByl and Ben Crowe
Digital Producer: Allan Ngo
Senior Digital Designer: Adam Hengstberger
Senior Developer: Andrew McLagan
Senior Full Stack Developer: Sylvain Simao
Frontend & Backend Development: Omar Mashaal (CHE Proximity)
Backend Development: Andrey Sidorov and Alex Best (CHE Proximity)
Technical Director: Bob Watts (CHE Proximity)
Project Delivery Lead: Adam Burnell (CHE Proximity)
Animation by Jacky Winter Group/Flutter
Director: Domenico Bartolo
Producers: Li Liang Johnson, Su Mei Chia
Artist: Mike Jacobsen
2D Animation & Compositing: Stephen Elliget, Chris More, Ash Millott
Client: Mars Chocolate Australia
Marketing Director: Matthew Graham
Brand Manager: Renee Lewington
Assistant Brand Manager: Heidi Keller
National Sales Manager – Retail: Shaun Thomas