Wunderman YYC ExtremeHardcorePsycho

“yes you can”
challenge
Extreme hardcore PSYCHO digital guerrilla engaging interactive experiences 3.0

Opportunity recap
• Scenario: Mars’s spending has decreased from last year
tremendously
• Criteria: be pro active with an action that brings effectiveness,
feasibility, relevancy, creativity
• Budget: 120.000 AED for all MENA region
• Brand: M&Ms
• Objective: generate talkability
Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Agenda – Our Stages
Obsessive learning
Psycho concept and

premeditated initiatives
Unrepentant calculating
evaluation

Obsessive learning
Psycho concept and

evaluation

Quick learning stage was made
through four main pillars
Brand DNA Consumer Insights Market Digital trends
Communication Drive

Brand DNA
Clear brand statement and

materialization
Statement
Brand
Expressive, full of life, Remember it’s Any element that is

energetic something to eat! funny in M&Ms style
Materialization
Brand
Ads explore fun in very

Intense use of Fun centric online presence:
different ways such as public
characters. Each one games, downloads, become
events, famous personalities,
has a different an M&M, races. But without
M&Ms characteristics, M&Ms
personality. The brand website or Facebook for
adventurous and naive fun
talks childish MENA region
stuff. Ex: link 1, link 2, link 3
Source: The brief

Consumer insights
Clear young adult mission:

Pure Simple Fun
1 Digital Yong adults (only 18-24 considered)
are a relevant MENA audience
Criteria/million Total D.Y.A.

Our target is sociable and at their Population 440 40
happiest sharing a laugh with Internet users 137 13
other people. They live in the
here and now and enjoy
impulsive, spontaneous fun 2 People search each time more for chocolate,
but those are related to recipes and not bars
Top searches:
-Chocolate recipe
-Chocolate cake
-Chocolate factory
2007 2011 -LG chocolate
-Chocolate mousse
3 But in the top 10 most realized activities

in the Internet 6 are related to
And it looks really DIGITAL

Source: The brief,Spoton and Google Insights UAE

Market Communication Drive
Competitors emphasize brand

statement to consumers needs
Key needs emerging:

Communication elements:
– Energy sustenance (36%)
– Break (16%) Brand Statement Moment
of
Mood
enhance
Social
aspect
Example
– Moodenhancement consumpt ment

ion
(15%)
Tasty Play Fun, Family to Ad
– Social sharing (13%) chocolate surprise, kids, kids
with imaginati to kids,
– Indulgence (8%) surprise on teenagers
– Hunger (6%) Crème Break Relax, Alone, Ad
– Family sharing (6%) filled
wafer
relief with
friends
layers
Any brand is developing special content for MENA

region nor advanced digital presence
Source: The brief

Digital Trends
Main digital emphasizes new

opportunities for brands
Social
engagement:
new forms of
socialization
such as
Apps going
Facebook Like
everywhere:
and
mobile, tv, Location commerce
gadgets based
services:
Foursquare,
Gowalla,
Facebook
Places,
SCVNGR Online
Content privacy: users
consumption concerned
in multiple with data
platforms: tv, exposition
mobile,
computer,
games
Source: eMarketer

Digital Trends
Special attention to
Facebook fans and like mania
Facebook activity is essential for generating recall
Social
and engagement, but is it about quantity or quality?
engagement:
new forms of
socialization
such as
Facebook Like
and
commerce
Even with 80% less fans, Dunkin consumers are 35% more
inclinable to recommend it due to it’s higher engagement
It’s much more than having a Facebook page and fans

Source: Mashable

Key learnings
Consumer Market
Brand DNA Insights Communication Digital trends
Drive
New digital
Sociable and opportunities has
digital young No special
to be worked
in Childish ton of
content or
adults, with high advanced digital deeply - instead of
voice and M&Ms affinity with only existing i.e.
presence for the
characters impulsive, region
simple Facebook
pages –
adventures such spontaneous fun to engage users
as find the red M&M

Obsessive learning
Psycho concept and

evaluation

It´s so dark in
here...

Where
am I?

Where are
we?

Aren´t we
home? Or
inside a
M&M´s pack?

Maybe we are
dead!!!!

We are
trapped We are
!!!!!!!! trapped
!!!!!!!!
We are
trapped
!!!!!!!!
We are
We are trapped
trapped !!!!!!!!
!!!!!!!!

We’ll die!
I’m sure!!

Relax
baby! Try
to relax!

I just would
like to
know...
...what is
going on!!!

Errr
errr...

Excuse
us....

Who are
you!!?? Who are
you!!??
Who are
you!!??
Who are
Who are you!!??
you!!??

I´m the
evil Om
Ali!!

And I´m
the scary
Bubbagum!
!!

??????
??????
??????
??????
??????

We can’t
stand no
more
M&Ms!!!

You are
always so
happy!!

Full of
life!! And
people love
you!!!

People want
you
everywhere!

Cakes!!!

Shawarma!!

And even
shisha!!!

But what
do you But what
want!? do you
want!?
But what
do you
want!?
But what
But what do you
do you want!?
want!?

To have
more
chances!!!

We want to be
considered as
candy options
again!!!

And for
your
freedom
you will
have to...

And for
your ...lose
freedom popularity
you will in all
have to... MENA!!!

What?
Impossible! What?
How? Impossible!
How?
What?
Impossible!
How?
What?
What? Impossible!
Impossible! How?
How?

This is not ...or become
our problem! TRASH
But fix it FOOD! Bye!
fast... RARARAA...
RARA..RA..RA

OMG! What are
we going
to do?
Think?
We must
act!!!!
We will
We need die!
to think!!

I have an
idea!!

What if...

Please un us

What is “Please, unlike us”
To (un) promote the brand Facebook launch page for MENA region we
will launch the campaign “Please, unlike us”.
“Please, unlike us” generate strong talkability around a false negative

movement against M&Ms.
People will be chocked about a negative movement about the brand,

because they are always so lovely and funny.
The bigger the buzz, the bigger the love for the brand, because
negative ambassadors will do it with two main objectives: to help and win
M&Ms rewards.

“Please, unlike us”
Touchpoint Planning
Paid Owned Earned

media media media
Brand pays to Channel a brand When customers

leverage a channel controls become the channel
• Banners
• Publieditorials • Facebook page • Twitter/Blog seed
• Group and • Mobile app • Monitoring
discount buying • Totens • PR
initiatives
Center of the strategy

Empowers attention explains the play and Stimulate conversations
promotes interaction

Paid media
Strong call to action in
Touchpoint
planning
• Banners
• Publieditorials
• Group and discount buying
main MENA websites

initiatives
ILLUSTRATIVE
Banners False histories publieditorials
What is your problem?

un
Are you looking at me?
The apparently
inoffensive chocolate is causing
many troubles to the community.
Packs of the products are
Beat the M&Ms to make strangely appearing all the
points! mornings in the sand of the
beaches causing extreme and
unwanted pollution. Everybody
should unlike those inconvenient
brats. Read more here. un
10 secs un
Facebook ads and false histories in main newspaper are also recommended

Paid media
Horrible viral discounts
Touchpoint
planning
• Banners
• Publieditorials
• Group and discount buying
and deals of the day

initiatives
ILLUSTRATIVE
Today’s Deal: Enjoy one fresh delicious red M&M

made in USA by the most modern chocolate machine
in the world for only 2.859 AED
2.589
AED
2.589
- 911% nothing
AED
un

Owned media
Main page will explain
Touchpoint
planning
• Facebook page
• Mobile app
campaign’s concept
• Totens
ILLUSTRATIVE
M&M’s MENA
All paid media will lead

un
Don’t users to this Facebook
click Click homepage
here! here!
un
Understand why
Users will be stimulated
to click on Unlike button
A video will explain the

history in a quick and
0 funny way

Owned media
Like button clicks will
Touchpoint
planning
• Facebook page
• Mobile app
lead to Unlike button

• Totens
ILLUSTRATIVE
M&M’s MENA M&M’s MENA
un un
Hey buddy, I love

What do you
you too! But now
think you are
you need to help.
doing? Bad
Please unlike us!!
boy, bad boy,
bad boy!
un
un un
1 1

Owned media
Unlike button enables
Touchpoint
planning
• Facebook page
• Mobile app
the campaign mechanic

• Totens
ILLUSTRATIVE
A new tab (or app) will

M&M’s MENA appear and allow users to
access 4 exclusive content
un
UGC content - text, pics or

videos created by users to
1 unlike M&Ms. i.e. Why is it
better to eat artichoke
than M&M?
UGC Create Spread App

un
Top videos Tag cloud

Owned media
Touchpoint
planning
• Facebook page
• Mobile app

• Totens
ILLUSTRATIVE

un

than M&M?
UGC Create Spread App Create content - an easy

2 tool with suggestions to do
un
your own ad: ideas, facts,

Facts and
Pictures Design town pics, songs, M&Ms pics
ideas
0 Or click here to upload your finished content

Owned media
Touchpoint
planning
• Facebook page
• Mobile app

• Totens
ILLUSTRATIVE

un

than M&M?

un
Suggestion of the day: Do you know that a woman

was so addicted to M&Ms that his baby born with a
chocolate head? #unlikeM&Ms pics, songs, M&Ms pics
Spread – a tool where users

Create yours here: can disseminate M&Ms
………………………………………………………...... 3 rumors (automatic filter will
exclude unwanted content
i.e. bad words)
Spread:
0
Top rumours of the week: blabla,blabla,blabla

Owned media
Touchpoint
planning
• Facebook page
• Mobile app

• Totens
ILLUSTRATIVE

un

than M&M?

un

Geotargeting datacentre pics, songs, M&Ms pics
Spread – a tool where users

can disseminate M&Ms
3 rumors (automatic filter will
exclude unwanted content
i.e. bad words)
Riyadh Cairo Dubai Mobile app – allow

0
visualization of
4 the mobile app data
(what is this on next slide)

Owned media
Mobile app brings 5
Touchpoint
planning
• Facebook page
• Mobile app
funny content and play

• Totens
ILLUSTRATIVE
SpaM&Ms: the most practiced mobile activity is e-mails. Then

Spamms will help users to create spams and send to friends
UnlikeGeotarget: Pin places where you are NOT eating

M&Ms. Did you understand? NOT eating
un
Please us Unlikable face: Upload a picture and we will make your face
uglier – as you had eaten something with bad taste
Nothing like a M&M: disguises for pictures such as

moustache, hair, beard
Unlikable sounds: spoken phrases like “What are you looking

at?” and “Do you want a hug buddy?” and sounds likes
blargh, argh, burp

Owned media
Touchpoint
planning
Unlikable face illustration
• Facebook page
• Mobile app
• Totens
Unlikable face: Upload a picture and we will make your face ILLUSTRATIVE
uglier – as you had eaten something with bad taste
Oops! Now it seems

Take or upload Hm..you look
you did not like
a picture now nice my friend
something
Unlikable Face Unlikable Face Unlikable Face

Owned media
Totens will help to create
Touchpoint
planning
• Facebook page
• Mobile app
and empower buzz

• Totens
ILLUSTRATIVE
un
Users will be invited to

unlike the brand in
1 totens equipped by
computer + Internet
un
Once the unlike is done

the totem will
2 automatically give the
user a M&M
Four totens will be put in

crowded places in
3 Dubai, Riyadh, Cairo
and Beirut

Earned media
Seeding will be done in
Touchpoint
planning
• Seeding
• Monitoring
pro and reactive ways

• PR
ILLUSTRATIVE
Most influent bloggers When people

and twitters of the complain about
region will post something in life
rumours about M&Ms
Seeding conveniently M&Ms
as it was real and will can come into the
drive readers to the conversation and say
Facebook Home Page that it is not as bad as
M&Ms #unlikemms

Earned media
Insights will be constantly
Touchpoint
planning
• Seeding
• Monitoring
given to improve message

• PR
ILLUSTRATIVE
Through a listening platform tool a strategic resource will

monitor conversations directly and indirectly related to “Please,
unlike us” and will supply relevant insights to optimize the

campaign

Earned media
PR plan will be essential to
Touchpoint
planning
• Seeding
• Monitoring
spread costless promotion

• PR
ILLUSTRATIVE
un
A B C D E
Media Commercial Social Magazines TV programs

partners partners media and highlights
(blog, newspaper
Twitter, other articles
sites)

Reward
Every action practiced A rank of the best worst brand
by users will score points according ambassadors according to points
to it’s complexity. Example: will be showed in Facebook
Activity Points Profile Name Country Points
Unlike M&Ms 5 Alaa UAE 2.234
Video campaign 15 Ali Iran 2.224
Twitter #unlikemms 3 Mazen Egypt 2.205
Geotargeting pin 1 Nidal KSA 2.204
The 5 first positions after the campaign period will get two prizes:
1 Can choose ANYTHING they do not like to do
that M&M will do for 1 year. Examples: 2 A complete M&Ms gift pack with: chocolates,
puppets, card and other special products
Pay the rent Clean the house Drive

Obsessive learning
Psycho concept and

evaluation

KPIs
Paid Owned Earned
media media media
Brand pays to Channel a brand When customers

leverage a channel controls become the channel
• Banners
• Publieditorials • Facebook page • Twitter/Blog seed
• Group and • Mobile app • Monitoring
discount buying • Totens • PR
initiatives
Center of the strategy
Empowers attention explains the play and Stimulate conversations
promotes interaction
• Visits
• Impressions
• Unique visitors
• Clicks • # of comments
• Page views
• CTR • # of hashtag use
• Time spent
• CPC • Quality of the comments
• Most viwed sessions
• Best portals rates • # spontaneous buzz
• Bounce rate
• Best channels rates • Most important social
• # of Likes and Unlikes
• Best media format rates channels
• # of downloaded apps
• Quality of navigation x • Insights
• # of app interactions
visit origin
• # of totens interactions

Why it works
 Main idea without complex execution
 Not expensive production
 Reverse psychology – ask somebody not to do something for something and

see what happens. For example: do not itch yuour nose for the next five
minutes please
 We will be the first brand that incentive people to curse itself
 What matters for engagement is not only the quantity of fans but the quality. It
was showed in the Starbucks and Dunkin Donuts case
 There is a huge buzz and jokes about Facebook creating the “Unlike” button
 Enables a next step campaign for Facebook

Extreme hardcore PSYCHO digital guerrilla engaging interactive experiences 3.0
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“yes you can”

Extreme hardcore PSYCHO digital guerrilla engaging interactive experiences 3.0

• Scenario: Mars’s spending has decreased from last year

• Criteria: be pro active with an action that brings effectiveness,

feasibility, relevancy, creativity

• Budget: 120.000 AED for all MENA region

• Objective: generate talkability

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Psycho concept and

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Psycho concept and

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Clear brand statement and

Expressive, full of life, Remember it’s Any element that is

Ads explore fun in very

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Clear young adult mission:

Criteria/million Total D.Y.A.

3 But in the top 10 most realized activities

And it looks really DIGITAL

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Competitors emphasize brand

Key needs emerging:

– Moodenhancement consumpt ment

Any brand is developing special content for MENA

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Main digital emphasizes new

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

It’s much more than having a Facebook page and fans

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Psycho concept and

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0

Extreme hardcore PSYCHIO digital guerrilla engaging interactive experiences 3.0