Thinking like a hollywood blockbuster

IPA Effectiveness Awards Case Study 2016


This is the story of how a single film, featuring Rowan Atkinson’s Mr Bean character as a bumbling Kung Fu artist, became globally famous; connecting with 1.85bn people worldwide, and driving over $70m in incremental sales for Snickers, the chocolate brand. Inspired by Hollywood blockbusters, the initiative reframed the brand’s established ‘You’re not you when you’re hungry’ idea to keep Snickers relevant in a world increasingly concerned about sugar and snacking. By airing in up to 60 markets, the film created economies of scale and saved production costs. In markets in which the film ran, Snickers reversed share declines and outperformed territories not showing the film. Overall, the brand surpassed its category in both sales value and volume growth. Globally, the revenue return was estimated at US $10.65 for every US $1 invested.

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“ ‘Bean Kung Fu’ taught us that it’s a good thing if the initial idea excites but also scares you a bit. To bring that big idea to market takes real trust and respect between you and your agency partners. It has given us real faith in the principle that if you believe in something, work together and do everything you can to make it happen, as it will be worth it in the end.”

Matt Boulter, UK Brand Director - Snickers
Mars Confectionery

Winners 2016

Gold Winner

Best Multi-Market

Title

Thinking like a hollywood blockbuster

Brand

Snickers

Client

Mars Confectionery

Agency

AMV BBDO

Principal Authors

  • Elly Fenlon - AMV BBDO

Contributing Authors

  • Matt Boulter - Mars Confectionery - Snickers
  • Dan Burdett - Mars Confectionery - Snickers
  • Catriona Collins - AMV BBDO
  • Michael Magee - Mars Chocolate UK
  • Clarence Mak - Mars Confectionery - Snickers
  • Katy Talikowska - AMV BBDO
  • Will Whalley - AMV BBDO

Credited Companies

  • AMV BBDO - Creative Agency
  • Data2Decisions - Econometrics
  • Nielsen - Research
  • MediaCom - Media Agency

This a great example of executing a good idea internationally with long term benefits, achieved by casting talent based on entertainment success, and lack of reliance on local language. Ed Aspel,Cancer Research UK

Shortlist 2018

Gold Winner

Best Multi-Market

Title

Thinking like a hollywood blockbuster

Brand

Snickers

Client

Mars Confectionery

Agency

AMV BBDO

Principal Authors

  • Elly Fenlon - AMV BBDO

Contributing Authors

  • Matt Boulter - Mars Confectionery - Snickers
  • Dan Burdett - Mars Confectionery - Snickers
  • Catriona Collins - AMV BBDO
  • Michael Magee - Mars Chocolate UK
  • Clarence Mak - Mars Confectionery - Snickers
  • Katy Talikowska - AMV BBDO
  • Will Whalley - AMV BBDO

Credited Companies

  • AMV BBDO - Creative Agency
  • Data2Decisions - Econometrics
  • Nielsen - Research
  • MediaCom - Media Agency

This a great example of executing a good idea internationally with long term benefits, achieved by casting talent based on entertainment success, and lack of reliance on local language. Ed Aspel,Cancer Research UK

Thinking like a hollywood blockbuster

IPA Effectiveness Awards Case Study 2016


This is the story of how a single film, featuring Rowan Atkinson’s Mr Bean character as a bumbling Kung Fu artist, became globally famous; connecting with 1.85bn people worldwide, and driving over $70m in incremental sales for Snickers, the chocolate brand. Inspired by Hollywood blockbusters, the initiative reframed the brand’s established ‘You’re not you when you’re hungry’ idea to keep Snickers relevant in a world increasingly concerned about sugar and snacking. By airing in up to 60 markets, the film created economies of scale and saved production costs. In markets in which the film ran, Snickers reversed share declines and outperformed territories not showing the film. Overall, the brand surpassed its category in both sales value and volume growth. Globally, the revenue return was estimated at US $10.65 for every US $1 invested.

Click to purchase this case study >