Mars Japan

Kaori Inagaki - Head of Marketing Tatsuaki Komuro - Head of Marketing Ikuko Kitahara - Marketing Assistant

BBDO JAPAN *Lead Agency

Hiroaki Taki - Associate Planning Director Kaori Yatsu - Head of Planning Akie Suzuki - Social Media Community Manager Shunsuke Asaka - Account Director Masaki Honda - Executive Creative Director

This is a story about Snickers becoming a "virtual" connection tool by gamifying their creative platform. In our campaign, the cute idols from the famous game, transform into horrifying figures. Together, the audience then transforms them back to themselves, by offering the idols Snickers on Twitter. “Not being sharable” for use as a connection-tool, has been Snickers’ obstacle in gaining the younger generation following. Although this holds true, by becoming a "virtual" connection-tool, it brought back Snickers into the lives of today’s teens and increased sales.