Kit-kat Outdoor KIT KAT TRAFFIC BREAK EXPERIMENT by J. Walter Thompson Frankfurt

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KIT KAT TRAFFIC BREAK EXPERIMENT

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Industry Bars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency J. Walter Thompson Frankfurt
Creative Director Mark Karatas
Art Director Kathrin Waschek, Marvin The
Copywriter Carsten Bug, Marius Lichtendahl
Producer Sarah Riedl
Account Supervisor Bernd Adams
Released December 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: NESTLÉ KAFFEE & SCHOKOLADEN
Product/Service: KIT KAT
Agency: JWT GROUP GERMANY
Chief Creative Officer: Till Hohmann
Creative Director: Mark Karatas
Copywriter: Marius Lichtendahl/Carsten Bug
Art Director: Marvin The/Kathrin Waschek
Account Supervisor: Bernd Adams
Advertiser's Supervisor: Oliver Schoß
Producer: Sarah Riedl
Account Manager: Alexander Hempel
Account Manager: Alexander Hempel
Other Credits: Filmproduction/Director: Oliver Krage-Segura

English Translation of Main Headlines
(HL:)
Can you hear the break?

(SL:)
”TIK TAK TIK KAT KIT KAT.“

Ambient Execution Description
A fun sampling stunt for Germany to further penetrate the concept "Have a break, have a Kit Kat". In a fresh, surprising way.
At pedestrian crossings in Germany you often hear an audio signal: Tik Tak. It signals "wait". We hijacked it. Promoters pointed arrows at the signal device: "Do you hear it: Kit Kat!" The signal became the sound of "break".
Not just a sampling stunt, but a fun experiment. It generated +14.700 contacts with 20.000 samples. 72% of interviewed pedestrians recognized the "KIT KAT" sound.