Kit-kat Ambient, Case study KIT KAT IPAD 2 QUEUE by J. Walter Thompson Sydney

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Media Ambient, Case study
Market Australia
Agency J. Walter Thompson Sydney
Art Director John Lam, Steve Iannello
Released July 2010


Spikes Asia 2011
Promo & Activation Use of Media Bronze

Credits & Description

Type of entry: Use of Media
Category: Event & Field Marketing
Advertiser: NESTLÉ
Product/Service: KIT KAT

ECD: Angus Hennah (JWT)
ECD: Mark Harricks (JWT)
Copy Writer: Jason Ross (JWT)
Art Director: John Lam (JWT)
Art Director: Steve Iannello (JWT)
Copy Writer: Rob Cartlidge (JWT)
Account Director: Fiona Tenaglia (JWT)

Describe the brief from the client:
The Kit Kat brand is all about giving all types of people a break. But sometimes it’s not possible to take a break – like when you’re in a queue to purchase the newly released iPAD 2 on launch day. So Kit Kat literally brought the break to the people, with the Kit Kat iBreak team. Many people where in the queue for over 8 hours, so we were giving people a break when they needed it most. Reminding people that when you want a break, choose Kit Kat.
Describe how the promotion developed from concept to implementation:
We had a team of Kit Kat models who offered to take people’s places in the iPAD 2 queue, giving them the chance to take a break – whether it’s was a walk, a chat or a toilet break. Of course, many Kit Kats were handed out too.

To add engagement and memorability, we had a team that took people’s photos, printed them out and turned them into masks. The Kit Kat ibreak team members then wore the masks of the person they replaced in the queue.
Describe the success of the promotion with both client and consumer including some quantifiable results:
By hijacking the iPad launch we re-focussed the event towards Kit Kat and put smiles on many faces, creating a positive brand experience. Literally thousands of Kit Kat’s were given out. Thousands of breaks. One refreshed queue. This ambient media idea attracted press coverage as well.
Explain why the method of promotion was most relevant to the product or service:
Kit Kat’s branding message has always been based around giving people a break. Turning up at the iPad queue was a surprising and original way to promote the brand’s core message.