Hunger Insurance
Snickers
Issue 56 | October 2020
Agency
Impact BBDO Dubai
Creative Team
Creative Director, Copywriter: Jamie Kennaway Art Director, Designer: Hyun Seo Yoo Copywriter: Jason Burayag Chief Creative Officer: Paul Shearer Executive Creative Director: Ali Rez
Production Team
Director: Joris Bodriesz Data Analyst: Varun Dhanak Art Support: Richard Gandiongco Retoucher: George Kanj Creative Services Director: Tennyson Torcato Producers: Ann Geleen Amparado, Rebecca Ooi Producer, Freelance: Marvin Burayag Production Assistant: Abdulsalam Painthoth Sounds Great Studios: Moheb Iskander
Other Credits
Business Lead: Frances McCabe Senior Account Manager: Salma Shahin Account Executive: Emma Jane Randall Account Director, Proximity: Bridget Weber
Date
February 2020
Background
Everyone knows "You're Not You When You’re Hungry”. Being hungry has got people into all kinds of trouble as a result, and until now there’s been no place for them to turn. So SNICKERS decided to help.
Idea
SNICKERS launched its own insurance to cover people for the mistakes they make because they are hungry. Paying out in Snickers bars to get them back to being them. The first and only insurance of its kind, HUNGER INSURANCE paid out for literally anything, as long as it was down to hunger. The idea was to work with real underwriters to develop an A.I. bot to assess claims. People came to their website, SNICKERSHUNGERINSURANCE.COM, to tell them about their blunder. The bot judged the severity and frequency of the blunder, using keywords and Google data. Then factored in data like time of day, mood, location to judge if it was because of hunger or not –to give a payout of between 1 and 50 Snickers through a mobile coupon redeemable at stores across the UAE. Just like any insurance, things were kicked off with an infomercial-style video, which asked people to make a claim for their hunger blunders. Testimonial films, social, audio ads and outdoor also drove their noble cause. To make a claim, people had to visit the website, speak to a chatbot, provide a few details of their hunger blunder, and receive a coupon for a payout of SNICKERS® bars redeemable at Circle K stores.
Results
The promo had a very direct and positive result not only for SNICKERS sales figures but also for brand health. SNICKERS also built a strong collaborative relationship with a key retail partner that would usually be uninterested in executing such equity building activities. 21% increase in foot traffic at retail outlets 18% increase in weekly sales during the campaign period 30% increase in brand association with hunger