1. Snickers Thailand Campaign Summary
Want to be The World Cup Champion? Just grab a Snickers!
The Brief
- Create a real time viral marketing clip, integrating football into Snickers brand platform "You're
not you when you're hungry."
- Create positive brand perception and excitement among consumers.
The Challenges
- Prepare 2 viral clips about the World Cup 2014 finalists even before the final match took place,
then immediately release the clip about winning team after the match.
Upon knowing the final match would be Germany versus Argentina, we prepared in advance 2
viral clips so that we could release a real time viral clip right away after end of the final match,
as we had no clue which team would win the final match. We created 2 clips in just 3 days and
were ready for launch even before the final match started!
- Deliver a positive, entertaining brand message to consumers.
Some consumers still had negative feeling about Snickers because of some controversial clips
launched last year in Thailand. We tackled the challenge by sending a positive brand message to
consumers and adding humor throughout our clip.
The Big Ideas
We combined the "You're not you when you're hungry" message and football fever together into
the activation concept "Head Not in the Game." Don’t let hunger make you play off your game.
Don’t let hunger stop you from missing important events in your life.
To visualize the concept and translate the message to consumers, we compared important
events in our life such as the final match of the World Cup 2014 for a football player. We showed
how the winning team’s star football player would miss one of the biggest matches ever in
football history because of his hunger. This is where Snickers came in and saved the day. The
football player grabs a Snickers bar from his teammate, enabling him to stay on top of his game
and win the final match. All because of Snickers!

2. The Results
- More than 10,000 shares within one week
- More than 1,000 comments within 24 hours
- More than 20,000 likes within 12 hours
- More than 200,000 views within 6 hours
- More than 800,000 views within one week
- Engagement rate post went up to 77% within one week.
- Media widely talked about the video clip on leading marketing websites.
- Very positive responses from the consumers and admiration of how we made the video
so quickly