KIT KAT ROULETTE by J. Walter Thompson London for Kit-kat

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Media Promo & PR, Case study
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Jason Berry
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NESTLÉ
Product/Service: CHOCOLATE BAR
Agency: JWT
Date of First Appearance: Mar 26 2010 12:00AM
Entrant Company: JWT, London, UNITED KINGDOM
Entry URL:
Copywriter/Art Director: Naz Nazli (JWT)
Copywriter/Art Director: Rob Welch (JWT)
Creative Director: Jason Berry (JWT)
Executive Creative Director: Russell Ramsey (JWT)
Integrated Broadcast Director: Toby Clifton (JWT)
Creative Developer: Ben Hopkins (JWT)
Media placement: Online - - 26/03/2010

Results and Effectiveness
Chatting to 17,000 people a day, users were getting the message within moments, and thinking twice about how they were spending their time. Please see A/V Presentation

Creative Execution
We rigged a webcam to show a board which simply read “Have a break. Have a Kit Kat” and recorded the live reactions of people being randomly connected to it through the chatroom. Please see A/V Presentation

Insights, Strategy & the Idea is the latest Internet phenomenon to take the world by storm. With 4 million users a month, it’s a chatroom that randomly connects you to a stranger somewhere in the world. But as you’ve got no control over who pops up, you can spend hours on the site, clicking from one person to the next, and not find anyone normal to talk to. Because the user experience can sometimes be quite boring, we saw an opportunity to encourage people to “have a break”.