JURY BREAK by Lemon Sky J. Walter Thompson Warsaw for Kit-kat

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Industry Bars
Media Direct marketing
Market Poland
Agency Lemon Sky J. Walter Thompson Warsaw
Creative Director Mariusz Pitura
Art Director Michal Sek
Copywriter Radoslaw Dudzic
Released April 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: NESTLÉ
Product/Service: KIT KAT
Date of First Appearance: Apr 12 2011
Entrant Company: JWT WARSAW, POLAND
Creative Director: Mariusz Pitura (JWT)
Art Director: Michal Sek (JWT)
Copywriter: Radoslaw Dudzic (JWT)
Account Director: Magdalena Klimaszewska (JWT)
Media placement: Internet - The Chip Shop Awards - 12.04.2011

Describe the brief/objective of the direct campaign.
We were asked by KIT KAT to find and reach a group of influential people in order to give them a chance to discover a real value of a good break.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We found that during every ad festival, you - The Jury Members would be grateful even for 1,5 minute of a break.
We send you KIT KAT bars as a direct mailing and created 2 minute long presentation in order to give you a chance to take a rest.
If you appreciate the concept, what you will do next is let us spread a message "Have a break, have a Kit Kat" all over the world.

Explain why the creative execution was relevant to the product or service.
The main idea of this action is to show to the consumers a true meaning of a good break and give them a chance to discover a real value of it.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The perfect break for the Cannes Lions Jury Members