Results and Effectiveness

We got 1,44,923 scans, which is second highest for any interactive print ad in the country. We also got the highest ever repeat engagement for a given content with 15% of the users engaged with the ad more than 3 times. We also received 33,173 SMS responses on the day of the release. Kitkat registered a value growth of 46% & 32% in Sept & October which is much higher than the annual growth of 24% achieved in 2013

Creative Execution

Android system is all about mobility and multimedia. We felt taking a vanilla print insertion won’t do justice to the launch announcement of a new OS. To enhance engagement we wanted something that would excite and involve the audience. We wanted something driven by technology and interactive, at the same time we didn’t want to give up on the instant reach build-up of newspaper. We decided to bring alive our ad through 3D surface augmentation. One regular morning, readers of Times of India opened their eyes to a curious little message on the front page. We asked the readers to scan the ad with the Point AR app on their smart phone to enjoy a fun break. This was the first time in the country that augmented reality was used by an FMCG brand to bring alive a message in print medium. This activity was supported by a digital campaign to maximize participation

Insights, Strategy and the Idea

Nestlé and Google amalgamated to a partnership to deliver the world’s first co-branded mobile platform: the ‘K’ edition of android will be called as KITKAT. A new android-OS always generates a lot of buzz and online chatter especially among youth-the core TG of KITKAT. The campaign objective was to ride on the launch buzz. Market was subjugated for this global event to drive brand salience and sales of KIT KAT. The association had a consumer promotion as one of the key leg of amplification. 1000 KIT KAT consumers stand a chance to win nexus 7 tablets basis an on-pack promotion. In-order to make this promo successful we wanted to maximize participation and for that we desired a clutter breaking idea to publicize the consumer promo. Considering the news value of the event we decided to take the print route to build immediate reach subsequently