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2017 One Show - Social Media

Hungerithm

Agency Clemenger BBDO / Melbourne

Client Mars Chocolate Australia
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Annual ID

OS_SM17012G

About the Work

Most people buy SNICKERS on discount. We thought rather than trying to fight this, why don’t we sort out people’s hunger when they’re ‘not themselves’ by making SNICKERS cheaper? Our answer was HUNGERITHM: a hunger-based-algorithm website that monitors the online mood and lowers prices at 7-Elevens across Australia. The HUNGERITHM read over 14,000 Tweets a day and assigned internet a mood and relevant SNICKERS price every 10 minutes. It could go from feeling ‘PRETTY CHILL’ (SNICKERS @ AU$1.75) or start ‘LOSING IT’ at a TV show upset (SNICKERS @ AU$0.50). People could lock in a price onto their phone and then redeem a SNICKERS at a 7-Eleven. HUNGERITHM ran live 24/7 for 5 weeks and was amplified through dynamic banner display that showed the HUNGERITHM changing and customised banners on pages that easily upset people; news, politics and sport. HUNGERITHM grew SNICKERS unit sales by 67% in 7-Eleven.