Studies have shown that people don’t think straight when they’re hungry leading to loss of concentration, impaired focus and bad judgement. This makes hungry people more prone to mistakes, errors, mishaps, and blunders, the consequences of which can be troubling. To help people cope with their blunders – and to make sure they don’t happen again – Snickers launched Hunger Insurance, the only insurance that covers you for the mistakes you make when you’re hungry.
Whether it’s something small like losing your keys or a bit more severe like forgetting your anniversary, as long as you could prove you were hungry at the time, you received a payout of free Snickers. To make a claim, customers were directed to the website, speak to the Hunger Insurance chatbot agent, provide a few details of their hunger blunder, and receive a coupon for payout of Snickers. The campaign was developed by Impact BBDO in Dubai, UAE.
"The things is, up until today, Snickers has only ever really tried to help people avoid being out of sorts due to hunger but we know sometimes this is just inevitable, what then? So we decided to evolve a little and to take our campaign in a slightly different direction", said Ibrahim El Tawil, Snickers brand manager, Saudi Gulf.
Snickers worked with insurance underwriters and risk analysts to develop an algorithm to assess claims – factoring in things like time of day, mood, location, frequency and severity of the blunder. This data was then fed into a bespoke AI chatbot which analysed thousands of keywords linked to hundreds of hunger-related incidents. All these factors added up to unique payout amount for each individual claim. The bigger the blunder, the bigger the Snickers payout, ranging from 2x all the way up to 50x Snickers.
"This campaign put a very different spin on traditional 1+1 promos, that historically only offered financial value to consumers with no real benefit to brand equity, and allows us to actually build equity with our promotions using our global creative platform. We achieved all this while also building a strong collaborative relationship with a key retail partner that would usually be uninterested in executing such equity building activities."
During the campaign period, there was an uplift of 18% in weekly sales of Snickers, and a 21% increase in foot traffic in participating retail stores. There was also a 30% rise in brand associations with ‘hunger’.