To do this, we need to find a new medium that tells the Snickers brand story in a way that would resonate strongly with Chinese youths.So we hijacked a popular live football radio programme which has a big following amongst the 90s generation. They are young, and in many cases, still in school or university.We got two radio sports commentators to enact the agency’s radio script in their usual slot.And this caught listeners by surprise.Amazingly after just a few minutes, people started to highlight the interruption on social networking sites. This also created a bigdiscussion in online forums. Bloggers picked up the news and wrote about the interruption on their blogs.

Our objective, we wanted Snickers to create conversation.• 38% increase in sales in the first month• 250% increase in brand awareness• 466 mentions in major press and magazines and many more on social networking sites• Because it created so much publicity, the Ministry of Telecommunications Department has banned radio stations from allowing hijacking on their programmes.