We know that hunger makes you crazy, dramatic, emotional. And so does football. And when hunger meets football fever, results are catastrophic. Because a hungry fan, is an angry fan. For this World Cup, we wanted to make sure that everyone would have the right football experience, in a way only Snickers could. With the Hunger-Proof Football Experience we wanted to design a series of gadgets that could resist the hungriest fan of all: we created an unbreakable TV, an unsmashable remote controller, unspillable cups, knowing that these are the preferred victims of angry supporters. We even designed a pair of undestroyable shin guards for those who likes to kick things around when they get angry, just to make sure that this World Cup, everything and everyone will be safe and sound after every game.

It was crucial to engage with our target in an organic and disruptive way. More than anyone else, football fans are bothered with advertising. They genuinely despise the “commercial break”, because it spoils the moment they are living. Instead, we wanted to be their buddies, so we decided to be there in silence, but next to them, like a real friend would do during such solemn moment. The campaign started on TV and social media, and then moved on ground, bringing the Hunger-Proof Football Experience directly to the people. In the first three weeks of the campaign we had hunger-poofed the major sport bars in the region, between Riyadh, Jeddah, Cairo, Alessandria and Dubai, and now planning to hunger-proof even more bars with the beginning of the World Cup. Ultimately, we’ll run a promo in the next weeks to give the people a chance to win all our gadgets.

During the first month of the campaign the sales increased by 13%, thanks to a strong media placement during the final sessions of the Champions League. The campaign received a +94% positive sentiment, with 2 million social impressions. Only on YouTube the campaign gained more than 5 million views. The brand, without having communicated about football before, is now getting into supporters’ rituals, as part of the football game nights.