Kit-kat Digital, Case study SOCIAL BREAK [video] by J. Walter Thompson Singapore

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Industry Bars, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Associate Creative Director Alan Leong
Creative Director Parixit Bhattacharya
Released June 2012


Interactive Food Gold
TV/Cinema Produced by non-profit organizations, NGOs or other similar organizations Bronze
Interactive Produced by non-profit organizations, NGOs or other similar organizations Crystal

Credits & Description

Advertiser: NESTLÉ
Category: Other Digital Platforms
Advertising campaign: SOCIAL BREAK
Chief Creative Officer: Jun Fukawa (J Walter Thompson Singapore)
Senior Copywriter: Elrid Carvalho (J Walter Thompson Singapore)
Senior Account Executive: Lynette Chua (J Walter Thompson Singapore)
Creative Director: Parixit Bhattacharya (J Walter Thompson Singapore)
Chief Creative Officer: Valerie Cheng (J Walter Thompson Singapore)
Associate Creative Director: Alan Leong (J Walter Thompson Singapore)
CEO: Frank Bauer (J Walter Thompson Singapore)
Senior Account Director: Hema Michell (J Walter Thompson Singapore)
Founder: Ron Lim (Pixeledge)
Regional Executive Creative Director: Tay Guan Hin (J Walter Thompson Singapore)
Senior Account Manager: Anjali Bewtra (J Walter Thompson Singapore)
After just four weeks, the website had already welcomed more than 100,000 visitors and the widget had been downloaded over 40,000 times. On Facebook, Kit Kat Singapore received almost 25,000 likes.Just a few days after the campaign was launched, the Kit Kat Social Break was 'The' topic of conversation in the news, in tweets and on blogs globally. A simple idea launched in Singapore quickly became an international sensation. CNBC and BBC covered the campaign which led to PR value that was generated with no media dollar spent.More importantly, Kit Kat once again entered into people's conversations.
We created Kit Kat Social Break desktop widget to help youths manage some of their social media obligations. Once installed, it automatically likes photos that people are tagged to on Facebook. It also automatically replies to tweets from people’s followers on Twitter and automatically shares posts that their connections on LinkedIn share.All the social media activity is branded and this created a multiplied effect amongst our target audience's social network. With the widget on their desktop everyday, it serves as a constant temptation and reminder of the brand. More importantly, the widget creates daily engagement with our audience.
The idea was highly relevant to the audience given that it was born from a very current insight.Given that youths spend a large part of their time in front of their computers, the chocolate widget serves as a daily temptation and reminder to have a break. It's wittiness and tonality was inherently Kit Kat's which successfully reinforced the brand's identity.
Client Brief Or Objective
Kit Kat was losing touch with the youth in Singapore. They wanted a campaign that could make Kit Kat relevant to the youth.Since Kit Kat has always been a brand that stands for giving people a break so that they may come back recharged and ready for whatever comes next, we looked deeper to find what would youth really want to take a break from.We had to create an interesting solution that would serve as a reminder to enjoy Kit Kat regularly but also play a part in their lives.