Snickers has recognised being 'hangry' is a real thing and the only way to solve that is to give the people what they want – cheaper Snickers bars.
Teaming up with Clemenger BBDO Melbourne, Mars Chocolate Australia have launched a hunger algorithm that monitors the mood of the internet and then lowers Snickers prices accordingly.
The angrier people get – the cheaper Snickers get. For example, if Donald Trump receives Republican Party endorsement, Snickers predicts the price of the chocolate bar could plummet to 50 cents.
In the ad, the voiceover says: “Now when the weather is crappy, you get cheaper snickers. Political scandal – cheaper Snickers.”
The Hungerithm is designed to bring Snickers famous tagline “You’re Not You When You’re Hungry” into the digital age. The campaign has previously featured high profile celebrities such as Betty White, Robin Williams, Joe Pesci and Willem Dafoe (as Marilyn Monroe).
Snickers marketing manager Renee Lewington says the Hungerithm is perfect for contentious times – such as the upcoming federal election.
"We’re hoping this shows consumers that Snickers is on their side during trying times and we plan to satisfy even more hungry consumers by rolling out the Hungerithm globally in 2017,” Lewington says.
The Hungerithm determines online mood by analysing around 14,000 social posts a day. It even understands slang, sarcasm and variations in context.
The data-led idea changes the price of a global FMCG brand and is available through 7-Eleven nationally, Clemenger BBDO Melbourne executive creative director Ant Keogh says.
“Considering how quickly the internet can swing from a place of sharing and enlightenment to one of incredible vitriol, we felt this was the perfect way to bring the ‘You’re Not You When You’re Hungry’ platform to life,” Keogh says.
The nationwide campaign runs across video, digital, outdoor, PR and social elements that generate and respond to conversation around real-time events.
Client: Mars Chocolate Australia
Marketing Director: Matthew Graham
Brand Manager: Renee Lewington
Assistant Brand Manager: Heidi Keller
National Sales Manager – Retail: Shaun Thomas
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)
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