Kitcatt Nohr Digitas

The Snickers “World’s Longest Football Match” campaign by Kitcatt Nohr Digitas received two Dubai Lynx Awards at the ceremony in Dubai last night.

The campaign, which ran during the summer of 2010, picked up two Bronzes in the Promo & Activation and Media categories. The celebrated Dubai Lynx Awards, now in its fifth year, honours creative excellence in advertising across the Middle East and Africa.

Snickers briefed the agency to create a campaign targeting young men, with the objective of increasing sales in the Middle East and North Africa.  The solution was to create the ultimate event, and the ultimate brag: the chance to step up, to make football history and to get a world record by playing in the world’s longest ever football match, fuelled by energy-packed Snickers. The campaign launched in-store. Press, radio and TV followed to drive recruitment online, and participation was amplified on Facebook.

13,000 applied to take part in the match, and 36 were chosen. And after real-time streaming, 42 hours, 5 minutes, 0.48 seconds (a new Guinness World Record), history was made. 9.7 million people got involved in the campaign. The campaign achieved an unprecedented sales uplift of 36%.