Kit-kat Promo, Case study LONGEST TENNIS MATCH EVER 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
Typographer Casa Hamid
Released June 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: NESTLÉ
Product/Service: KIT KAT
Date of First Appearance: Jun 24 2010
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Jason Berry (JWT)
Copywriter/Art Director: Naz Nazli (JWT)
Copywriter/Art Director: Rob Welch (JWT)
Typographer: Casa Hamid
Account Manager: Jessica Knipe (JWT)
Media placement: Poster - Ad Bikes - 24/06/2010
Media placement: Poster - 6 Sheets - 24/06/2010

Insights, Strategy & the Idea
Wimbledon 2010 witnessed John Isner and Nicolas Mahut tear up the record books as their first-round contest became the longest in tennis history.

The 3-day match took over 11 hours before Isner won in the last set 70 to 68.

We saw this almost endless historic event as a tactical opportunity, which perfectly suited the KITKAT brand: Have a break. Have a KITKAT.

Creative Execution
Specifically targeting Tennis fans, we printed several tactical posters with updated score-lines, which were circulated around the Wimbledon grounds as the match wore on.

We also created an ad for Facebook, which refreshed the score as the epic game progressed.

Results and Effectiveness
In addition to reaching up to 70,000 people at the Wimbledon Championships, we estimate this reached in excess of 400,000 people in owned and earned media including our Facebook page, Twitter and blogs, which as a result saw hundreds sharing the poster via posts, comments and tweets.