The Snickers “World’s Longest Football Match” campaign by Kitcatt Nohr Digitas was named Best Integrated Marketing Campaign at the Revolution Awards last night.
The campaign, which ran during the summer of 2010, beat work by Farfar Isobar, McCann London, Red Bee Media and Saint@RKCR/Y&R.
The Revolution Awards focus on innovation. The winners are those who engage consumers in new and interesting ways, while also meeting tightly defined business objectives.
The Snickers campaign has also won two Dubai Lynx Awards and a Cristal MENA Award in recent months.
Snickers briefed the agency to create a campaign targeting young men, with the objective of increasing sales in the Middle East and North Africa. The solution was to create the ultimate event, and the ultimate brag: the chance to step up, to make football history and to get a world record by playing in the world’s longest ever football match, fuelled by energy-packed Snickers. The campaign launched in-store. Press, radio and TV followed to drive recruitment online, and participation was amplified on Facebook.
13,000 applied to take part in the match, and 36 were chosen. And after real-time streaming, 42 hours, 5 minutes, 0.48 seconds (a new Guinness World Record), history was made. 9.7 million people got involved in the campaign. The campaign achieved an unprecedented sales uplift of 36%.