ULTIMATE BREAK 3 by J. Walter Thompson Paris for Kit-kat

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ULTIMATE BREAK 3

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Industry Bars
Media Promo & PR
Market France
Agency J. Walter Thompson Paris
Creative Director Ghislain De Villoutreys Et Olivier Courtemanche
Copywriter Thomas Sabatier
Released February 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: NESTLÉ
Product/Service: KIT KAT
Agency: JWT
Date of First Appearance: Feb 6 2010 12:00AM
Entrant Company: JWT, Paris, FRANCE
Entry URL: http://www.kitkat.fr/
Head of Chocolate Department: Cédric Lacroix (Nestlé)
Marketing Director: Muriel Koch (Nestlé)
Account Executive: Alexandre Coimbra Villela (Nestlé)
Account Manager: Alain Laurent (JWT Paris)
Account Executive: Sandra Leal (JWT Paris)
Creative Director: Ghislain de Villoutreys (JWT Paris)
Artistic Director: Bruno Florin (JWT Paris)
Copywriter: Thomas Sabatier (JWT Paris)
Media placement: Facebook Fan Page - Facebook - 1 February 2010
Media placement: TV Campaign - 1 Spot - TF1, Canal+, M6, W9, Virgin17, NRJ12 - 6 February 2010
Media placement: Banner Campaign - Yahoo!, MSN, Youtube, Facebook, Dailymotion, Closer - 10 February 2010
Media placement: Press - Cover - Closer - 20 February 2010
Media placement: Press - 4 Articles Inside - Closer - 27 February 2010

Describe the objective of the promotion.

Historically, KIT KAT knew how to establish a strong market stance: the idea of the break. But today, the notion of the 'break' has become generic. Now that it can be legitimately used by all products in the confectionary market, it has become increasingly employed by competitors. The aim is therefore to reassert itself by affirming the superiority of the Kit Kat break, and of course, to sell KIT KAT!

Describe how the promotion developed from concept to implementation
Through a professional operation, Kit Kat offers its consumers the possibility to make their Ultimate Break happen, regardless of how mind-blowingly crazy it may be. 100 000 € will be given to go and live their dream at the destination of their choice, travelling by private jet. For a chance to win, all they need to do is to go online and type in the code found on their KIT KAT wrapper.

Describe the success of the promotion with both client and consumer including some quantifiable results
+3% sales of KIT KAT 115 000 views of the full length 2m40 minute film on Dailymotion and Youtube. 14 000 fans of Christian's Facebook page to date.

Explain why the method of promotion was most relevant to the product or service
A method of promotion most relevant to the product because it's centered on the code in the packaging ! A launch orchestrated by public relations: J-8 : Teaser video sent to bloggers J-7 : Second teaser video J-6 : Invitation to Christians Facebook page sent to bloggers J-4 : Reveal – Send a full length film (2m40) to bloggers via Christian's Facebook page J-3 : Reveal – Unveiling of the campaign to journalists J : Diffusion of the 30sec film – Opening of the kitkat.fr website – Opening of the Facebook page to the Public