KIT KAT IPAD 2 QUEUE

Bronze Spike
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TitleKIT KAT IPAD 2 QUEUE
BrandNESTLÉ
Product / ServiceKIT KAT
CategoryA01. Event & Field Marketing
EntrantJWT SYDNEY, AUSTRALIA
Entrant Company:JWT SYDNEY, AUSTRALIA
Sales Promotion/Advertising Agency:JWT SYDNEY, AUSTRALIA

Credits

Name Company Position
Angus Hennah JWT ECD
Mark Harricks JWT ECD
Jason Ross JWT Copy Writer
John Lam JWT Art Director
Steve Iannello JWT Art Director
Rob Cartlidge JWT Copy Writer
Fiona Tenaglia JWT Account Director

The Brief

The Kit Kat brand is all about giving all types of people a break. But sometimes it’s not possible to take a break – like when you’re in a queue to purchase the newly released iPAD 2 on launch day. So Kit Kat literally brought the break to the people, with the Kit Kat iBreak team. Many people where in the queue for over 8 hours, so we were giving people a break when they needed it most. Reminding people that when you want a break, choose Kit Kat.

Describe how the promotion developed from concept to implementation

We had a team of Kit Kat models who offered to take people’s places in the iPAD 2 queue, giving them the chance to take a break – whether it’s was a walk, a chat or a toilet break. Of course, many Kit Kats were handed out too. To add engagement and memorability, we had a team that took people’s photos, printed them out and turned them into masks. The Kit Kat ibreak team members then wore the masks of the person they replaced in the queue.

Describe the success of the promotion with both client and consumer including some quantifiable results

By hijacking the iPad launch we re-focussed the event towards Kit Kat and put smiles on many faces, creating a positive brand experience. Literally thousands of Kit Kat’s were given out. Thousands of breaks. One refreshed queue. This ambient media idea attracted press coverage as well.

Explain why the method of promotion was most relevant to the product or service

Kit Kat’s branding message has always been based around giving people a break. Turning up at the iPad queue was a surprising and original way to promote the brand’s core message.