ZEPPELIN ULTIMATE BREAK 2011 by J. Walter Thompson Paris for Kit-kat

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ZEPPELIN ULTIMATE BREAK 2011

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Industry Bars
Media Promo & PR
Market France
Agency J. Walter Thompson Paris
Copywriter Thierry Brioul
Account Supervisor Alain Laurent
Production Partizan
Director Victor Haegelin
Executive Creative Director Ghislain De Villoutreys Et Olivier Courtemanche
Art Director Laurent Salles
Producer Charlotte Saint-Paul
Released January 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: NESTLÉ
Product/Service: CANDY BAR
Agency: JWT
Date of First Appearance: Jan 25 2011
Entrant Company: JWT, Paris, FRANCE
Entry URL: http://www.tonreve.nestle.fr/
Executive Creative Director: Ghislain de Villoutreys (JWT Paris)
Art Director: Laurent Salles (JWT Paris)
Copywriter: Thierry Brioul (JWT Paris)
Account Supervisor: Alain Laurent (JWT Paris)
Advertiser’s Supervisor: Benjamin Taïeb (JWT Paris)
Account Manager: Sandra Leal (JWT Paris)
Producer: Charlotte Saint-Paul (JWT Paris)
Director: Victor Haegelin (Partizan)
Production Executive: Caroline Petruccelli (Partizan)
Post Production: Brice Colinet (Partizan)
Agency Producer: Charlotte Saint-Paul
Media placement: Dedicated Website - Online - 25 January 2011
Media placement: Call To Action On Packs - In-Store - 1st February 2011

Describe the objective of the promotion.
Winning 100,000 € to fly over the planet in a Zeppelin is great. Entering your code from your Kitkat on a website to participate is boring. How do you make it a fun and playful experience?

Describe how the promotion developed from concept to implementation.
We created a website on which people would discover our Zeppelin. It was out of air, and you had to pump it back up to get it flying. We used Facebook connect to personalize the animations, and invented a way to use the computer's microphone so that when people blew air into it, they blew air into the zeppelin.

The operation was communicated by a small call to action on KitKat packs.

Explain why the method of promotion was most relevant to the product or service.
By creating this whole universe people were doing more than typing a code in a box; they were having a real break.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In two months, we registered:
- 720,500 visits.
- 884,081 pages views.
- 139,450 participations by entering a code.