Campaign details
Brand: SnickersBrand owner: Mars Food ChinaLead agency: BBDO and Proximity ChinaContributing agencies: Kong Ming, MediaCom Country: ChinaIndustries: ConfectioneryMedia channels: Online display, Online video, Sales promotion, Social media, TelevisionBudget: 1 - 3 million
Executive summary
Each year, for over nine million teenagers in China, there is nothing more life-defining, yet more gruelling than GaoKao, the infamous National College Entrance Exam; revered and feared in a country obsessed with exams as a means of social mobility.
This is the story of how Snickers Chocolate captured the...