Kit Kat Chocolate Bar: "KIT KAT CHAIRS" Promo / PR Ad by JWT New Zealand

Category: Best Use of Outdoor
Advertiser: NESTLÉ
Product/Service: CHOCOLATE BAR
Date of First Appearance: Feb 27 2010 12:00AM
Entrant Company: JWT NEW ZEALAND, Auckland, NEW ZEALAND
Executive Creative Director: Peter Ogden
Executive Creative Director: Angus Hennah
Copywriter: Mike Ramsay
Art Director: Jordan Young
Account Supervisor: Simon Fitch
Account Manager: Louisa Redshaw
Studio Producer: Darryn Warhaft
Head of TV: Megan Robertson
: Carl Moody (Bootleg)
Brand Activation Manager: Sandra Lee (Nestlé)
Media placement: Outdoor Posters - Phantom Billboards - 27/02/2010
Results and Effectiveness
The chair was an instant success, with posters erected around Auckland city on the night prior to the first event all being snapped up the very next day. For a 25,000 dollar (New Zealand dollars) spend the chair and posters went ballistic, with heavy coverage on design blogs, twitter, Facebook, in a nationwide newspaper and even on the national television network. This idea not only used traditional media in an untraditional manner, but brought the brand essence of Kit Kat to life through the insight that every now and again, we all need a break.
Creative Execution
The concept of a “pop out chair” was developed, and with strategic placement around music and movie events, our idea engaged people in a way that was both intriguing and promoted the brand idea. Consumers could walk up to a poster, pop out the various components and quickly assemble a plywood chair to be used at the event. As our actual poster remained in place, it showed that people had chosen to have a break with Kit Kat, while the same brand message was also taken wherever the branded chair went.
Insights, Strategy & the Idea
Since its launch in 1935 (from the insight that a man needed a snack in his lunchbox), Kit Kat has become an iconic brand with an iconic brand idea: “Have a break, Have a Kit Kat”. But Kit Kat’s target market of today needed something with which they could fully engage - so we had to bring this idea back to life in an unexpected way. This core group of 18-25 year-olds are getting harder to reach through at-home channels, so where better to engage them than at key summer while they are out and about.