To make the brand relevant to the high potential scene of chocolate consumption—Chinese New Year Migration, and make it become the best mate of travellers’ frustrated migration journey, Snickers brings the global “You’re Not You When You’re Hungry” positioning to the world’s biggest market and take the brand to new heights.
We partnered with one of China’s biggest domestic carriers, China Eastern Airlines, to create a hunger-free flight.
Taking over a Boeing 737 plane for the three-month holiday period, we integrated Snickers into every aspect of the customer’s journey, from boarding passes to in-flight entertainment.
We announced the creation of SNICKERS AIR at a press conference, we took the message to China’s 500m New Year travellers via video seeded online on key travel sites, travel apps and on China’s biggest social platforms, and We then amplified the message beyond passengers, using data to reach anyone who travelled by air in 2017 and also reach rail travelers at key platforms, and targeted city dwellers in the capital Beijing with billions of special packs at retail completing the journey across the country.