1. Mail Online & Metro Snickers Case Study 1 February – May 2012

2. The objective of this campaign was to launch Snickers new core brand message: Youre not you when youre Hungry, get some nuts To promote impulse purchase in newsagents (rather than multi-pack supermarket sales) To push the fact Snickers contains nuts, a food type that satisfies hunger for longer. The core target audience was 16-34 men. Snickers also has appeal to all demographics so the campaign had to be able to target the mass. Mail Online and The Metro Paper were chosen over other all media to effectively target this typically expensive to reach audience. The huge scale of the Mail Online allowed for incremental reach throughout the campaign. 16 – 34 Mail online 2.7 million uniques The first multi-media, cross publication campaign. High levels of Editorial Targeting helped to drive home the new core message of Youre not you when youre Hungry. 2 Campaign Overview

3. 28 th Feb: Full page advertorial to tease Brand to Hand Full site take over on metro.co.uk with page peel 29 th Feb Brand to Hand of 48,000 'in case of emergency' Snickers – 29 Feb 2012 Youre not You Hubs goes live (Fantasy Football) MOL Sport takeover and digital campaign KO Metro.co.uk takeover Metro DPS advertorial educating the consumer on the hunger traits 29 Feb – 13 May 2012 MOL - Contextual & tactical online drivers MOL - Sport takeovers MOL – 6 HPTOs MOL – Mobile and iPad traffic drivers Metro - Contextual & tactical online drivers (6,418,915 impressions) Metro - Sponsorship of iPhone app Ad placement within Metro iPad app Metro weekly fractional 10x2 press ads (traffic drivers) – 29 Feb – 11th May 2 nd March – 13 th May 2012 Sponsored pages with Max Rushden – from 2 March 2012 (weekly round up of off your game moments. Fantasy Football email 3 Campaign Overview

4. 4 Campaign Architecture Mobile Hub Mobile & i-pads Ads Online Hub Homepage Takeovers Bellybands Editorial formats Press Ads Brand to Hand Audience Research Bespoke Editorial Contextual Formatting

5. 5 Online Hub: Interactions Unique Homepage Lands and Engagements: 78,070 Page Views: 91,771 Av Dwell time per user : 3.2 mins Total Dwell time 13.5 days

6. 6 Mobile Hub: Interactions 57% of people interacted with the game Total Page Views: 47,015 Total Unique Visitors: 19,055 Dwell time 2.4mins per visit

7. 7 Snickers bars were distributed at stations 48,000 Emergency bars distributed at 10 UK mainline stations 48,000 Emergency bars distributed at 10 UK mainline stations Peak rush hour footfall delivered maximum consumer reach

8. 8 Max Rushden wrote a specialist column in the Metro Max Rushden was the TV personality who wrote our specialist column.

9. 9 Snickers Fantasy Football email had high open rates Introductory Email Delivered: 78,646 records Unique Opens: 6835 Open Rate: 8.69% Unique clicks: 392 Click to Open rate: 5.74% Introductory Email Delivered: 78,646 records Unique Opens: 6835 Open Rate: 8.69% Unique clicks: 392 Click to Open rate: 5.74% Reminder Email Delivered: 2,076 records Unique Opens: 575 Open Rate: 27.70% Unique clicks: 160 Click to Open rate: 27.83% Reminder Email Delivered: 2,076 records Unique Opens: 575 Open Rate: 27.70% Unique clicks: 160 Click to Open rate: 27.83%

10. 10 Creative

11. 11 Creative

12. 12 Digital creative Tablet Advert Mobile Advert

13. 13 Digital creative

14. 14 Digital creative