Wrong World Finals
Mars Wrigley Confectionery
Issue 51 | June 2019
Agency
BBDO Guerrero
Creative Team
Creative Chairman, Copywriter: David Guerrero Executive Creative Director, Art Director: Federico Fanti Creative Director, Copywriter: Rachel Yulo Creative Director, Art Director: Liz Castañeda Creative Director, Copywriter: Andi Olbés Creative Director, Art Director: Nikki Sunga Art Directors: Bern Cordora, Caleb Cosico, Trisha Tobias, Trisha Salonga Associate Creative Director, Art Director: Michelle Edu Art Directors: Michelle Co, Gab Garcia, Franco Villaflor Associate Creative Director, Art Director: Nico Zapanta Art Director: Miel Soneja Creative Director, Art Director: Manuel Villafania
Production Team
Final Artist: Vilma Magsino, Jomar Marasigan Traffic: Cielo Laforteza
Other Credits
Client Service Director: Karen Go Account Director: Liezl Villamor Senior Account Manager: Regie Ucang Creative Services Director: Al Salvador
Date
July 2018
Background
Snickers needed agile digital posts to join in on the online hype surrounding the World Cup. The problem was the brand wasn't allowed to mention 'World Cup' without an official sponsorship. At the same time, Snickers picked up on users committing a lot of typographical errors in their official hashtags, from #WorldCapFinals, to #WorldCopFinals. The brand took advantage of this, using every hashtag that sounded like 'World Cup', and cleverly created the 'Wrong World Finals'. Communicating one simple message: You watch the wrong match when you're hungry.
Idea
The brand created a series of promotional posts for the Wrong World Finals jumping off from the wrong hashtags found online. These were released during finals week. Snickers hijacked trending World Cup topics on social media by tagging shared posters with all relevant World Cup hashtags. To keep users engaged, the brand invited them to suggest their own ‘Wrong World Final’ and responded to them over the course of finals week with customized posters and GIFs of their suggestions. Each poster made used different styles and mediums to visually show our interpretation of each Wrong World Final. Aside from being released online, Snickers also placed posters in underground passes and sports bars to remind people not to watch the wrong match hungry.
Results
Against all odds, Snickers was able to achieve mass awareness in two countries on a shoestring budget. The campaign was quickly picked up by international sports and news sites—including Campaign Asia- Pacific—who gave their own Wrong World Finals suggestions. This attention resulted in a PR reach of 558k fans in just three days. This gave the brand 81% higher organic reach versus the average of all paid posts over the last 5 months and an ROI of nearly 280%.