Campaign details
Brand: SnickersBrand owner: MarsLead agency: MediaComContributing agencies: BBDO, StarcomCountry: ChinaIndustries: ConfectioneryMedia channels: Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Public relations, Social mediaBudget: 1 - 3 million
Executive summary
Half a billion Chinese people travel to see their family and friends every New Year – and they all need food to power their journey because 'you're not you when you travel hungry' (a bold, locally relevant play on the global positioning of 'you're not you when you're hungry').
So, in...