CHUNKY MAIL by J. Walter Thompson London for Kit-kat

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CHUNKY MAIL

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Industry Chocolate, Bars
Media Direct marketing
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Jason Berry
Art Director Matt Leach
Copywriter Jess Oudot
Designer Casa Hamid
Released April 2011

Credits & Description

Category: Flat Mailing
Advertiser: NESTLÉ
Product/Service: CHOCOLATE
Agency: JWT LONDON
Date of First Appearance: Apr 11 2011
Entrant Company: JWT LONDON, UNITED KINGDOM
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Jason Berry (JWT)
Copywriter: Jess Oudot (JWT)
Art Director: Matt Leach (JWT)
Project Manager: Jack Faber (JWT)
Account Manager: Christopher Godfree (JWT)
Designer: Casa Hamid (JWT)
Media placement: DM - DM - 11/04/2011

Describe the brief/objective of the direct campaign.
The objectives were to produce a campaign for Kit Kat Chunky (a bigger, thicker Kit Kat variant) that communicated the chunkiness of the product and drove trial.

The target audience was new customers and existing customers who were familiar with a standard Kit Kat but not the Chunky variant.

Our strategy was to get our target audience to try a free Kit Kat Chunky in a way that communicated the chunkiness of the product.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to create a mailer that looks just like the card British postmen leave behind when they’re unable to deliver a package. The real card often states that the package couldn’t be delivered because it was ‘too big for your letterbox’. Our tongue-in-cheek card claimed that Kit Kat had tried to deliver a packet but couldn’t because it was ‘too chunky for your letterbox’. Recipients were directed to collect their packet – a free Kit Kat Chunky - from their local newsagent.

Explain why the creative execution was relevant to the product or service.
Our solution was relevant as it simultaneously tackled both of the objectives - communicate the chunkiness of the product and drive trial.

The strength of the creative is that it manages to impart a size message and get people to try a product in a playful and original way that makes people smile.

Another strength is that because our card looks just like the card left by British postmen, recipients were almost guaranteed to pick it up and read 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.
87% of recipients collected their free Kit Kat Chunky and photographs of the card were circulated on blogs and social networking sites.