Kit-kat Promo, Case study KIT KAT KLOCKS by J. Walter Thompson London

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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
Art Director Adam Scholes
Copywriter Hugh Todd, Richard Buchanan
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: NESTLÉ
Product/Service: KIT KAT
Date of First Appearance: Mar 24 2011
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Jason Berry (JWT)
Art Director: Adam Scholes (JWT)
Copywriter: Hugh Todd (JWT)
Copywriter: Richard Buchanan (JWT)
Digital Designer: James Ireland (JWT)
Account Director: Christopher Godfree (JWT)
Media placement: Ambient - Sites Around City Of London - 24/03/2010
Media placement: Cross Track - London tube stations - 24/03/2010

Insights, Strategy & the Idea
Londoners are known for working some of the longest hours in Europe. We decided to remind them to take a break. KIT KAT is uniquely qualified to do this, as no other brand is so closely related with having a break.

Creative Execution
We created a series of randomly rotating clocks that occasionally came together to form the word BREAK. This ran on 120 cross track projection screens in 20 tube stations. The same film was also projected on walls at five different London locations where people were working late.

Results and Effectiveness
The objective was simply to increase brand awareness and reinforce KIT KAT’s association with breaks.