Snickers – Urbania

Challenge: Increase sales by 10% and return to Dec 08 product trial levels (70%) despite category falling and Snickers price increasing.

Overview

- Snickers – Urbania
- MPG, Havas Entertainment Mexico

Awards

- Festival of Media – Winner, Effectiveness Award
- Effie Awards Mexico – Silver, Products & Services

Strategy

- Radical campaign shift of focus from event to street-heroes stories.
- 7 young skaters filmed themselves on the road preparing for URBANIA
- DIY clips (and even a song) were shared with the road-trip followers via social media
- Street promotion, radio and TV mobilised youth too
- Mini-films and post-event 30 minute show increased exposure

Results

- 100,000+ people attended (+42% vs 2008)
- Spontaneous brand awareness +48%
- Gives you energy +20%
- Product trial: +26% vs pre-event and +9% vs Dec 08
- Weekly consumption +37%
- +14% sales volume