Title | KIT KAT CHAIRS |
Brand | NESTLÉ |
Product / Service | KIT KAT |
Category | A03. Best Use of Outdoor |
Entrant | JWT NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company: | JWT NEW ZEALAND Auckland, NEW ZEALAND |
Advertising Agency: | JWT NEW ZEALAND Auckland, NEW ZEALAND |
Credits |
Name | Company | Position |
---|---|---|
Peter Ogden | JWT Auckland | Executive Creative Director |
Angus Hennah | JWT | Executive Creative Director |
Mike Ramsay | JWT Auckland | Copywriter |
Jordan Young | JWT Auckland | Art Director |
Darryn Warhaft | JWT Auckland | Producer |
Megan Robertson | JWT Auckland | Producer |
Simon Fitch | JWT Auckland | Account Director/Managing Director |
Louise Redshaw | JWT Auckland | Account Manager |
Karl Moody | Bootleg | |
Sandra Lee | Nestle NZ | Brand Activation Manager |
The chair was an instant success, with posters being erected around Auckland city on the day prior to the first event, and all chairs being snapped up the very next day. Punters even took the frame that the chairs sat in! Beyond the chair and poster there was also tonnes of PR through the internet, nationwide newspaper and even television coverage. This idea not only used media in an out of the square way, but bought the brand essence of Kit Kat to life throughout the insight that every now and again, we all need a break.
The idea of a “pop out chair” was developed, and with strategic placement around music and movie events, the idea engaged people in a way that was both intriguing and promoted the brand idea. Consumers could walk up to a poster, pop the various parts out which made a plywood chair, they could then use around the event. So our poster remained in place showing people had chosen to have a break with Kit Kat, and the message was also taken wherever the chair went – anyone who saw the chair connected Kit Kat with having a break.
Since it’s launch in 1935 from the idea that a man needed a snack in his lunchbox, Kit Kat has become an iconic brand with an iconic brand idea “Have a break, Have a Kit Kat” We wanted to bring this idea back to life, and the word “traditional” was not to be used as part of the media mix. Kit Kat’s target market needed something they could engage with. The core group of 18-25 year olds are getting harder to reach through at-home channels, so where better to engage them than at key summer events around Auckland city with an innovative idea.