|Product / Service||KITKAT|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||J. WALTER THOMPSON PHILIPPINES, THE PHILIPPINES|
|Idea Creation||J. WALTER THOMPSON PHILIPPINES, THE PHILIPPINES|
|Dave Ferrer||J. Walter Thompson Philippines||Executive Creative Director|
|Javey Villones||J. Walter Thompson Philippines||Creative Director/Art Director|
|Maan Bautista||J. Walter Thompson Philippines||Creative Director/Copywriter|
|Tim Villela||J. Walter Thompson Philippines||Associate Creative Director/Copywriter|
|Joe Dy||J. Walter Thompson Philippines||Creative Director|
|Drea Dizon||J. Walter Thompson Philippines||Art Director|
|Javier Reyes||J. Walter Thompson Philippines||Copywriter|
|Gia Leuterio||J. Walter Thompson Philippines||Art Director|
|Leslie Cua||J. Walter Thompson Philippines||Copywriter|
|Pam Garcia||J. Walter Thompson Philippines||Strategic Planning Director|
|Sam Zetha||J. Walter Thompson Philippines||Integrated Strategic Manager|
|Iya Forbes||J. Walter Thompson Philippines||Junior Planner|
|Cha Agcaoili||J. Walter Thompson Philippines||Group Account Director|
|JM Miranda||J. Walter Thompson Philippines||Account Director|
|Gian Recalde||J. Walter Thompson Philippines||Account Director|
|Vince Marquez||J. Walter Thompson Philippines||Account Executive|
|Anaelle Arreza||J. Walter Thompson Philippines||Account Executive|
KitKat has always been about having a break, but not all breaks are had with a KitKat. How can we make sure that for every kind of break people will take, Kit Kat will be part of it? By giving people the most fun they’ll ever have sitting down. Introducing the Breaker Benches: whatever kind of break you want to take, there’s a KitKat bench made especially for it. These were installed in places where people needed their breaks the most—the country’s busiest business districts. The benches featured diverse breaks such as musical benches, a soccer bench, WIFI bench, phone-recharging bench, a seesaw bench and so much more. As the campaign rolled out, new benches were introduced to give them more reasons to have a break with KitKat. So now, with the Breaker Benches, whenever people thought of having a break, they had it with a KitKat.
The Breaker Benches were created to cater to various kinds of breaks and were placed right where people needed a break the most—in the country’s busiest business districts. For those who wanted a musical break, we made Piano, Guitar and Boom Box Benches. For those who needed uplifting, the Seesaw Bench was there. Those who wanted a sporty break got the Football Bench. Those who preferred a sci-fi kind of break enjoyed the TIE Fighter Bench. As the campaign rolled out, more benches were introduced to give breakers more reasons to have a break with KitKat. Online films and TVCs featuring the benches generated further interest. A map was put up on the KitKat.ph site and the GPS app, Waze, to let others know where the benches are. With the Breaker Benches, people got to de-stress and have fun. More importantly, KitKat now became part of their breaks.
By identifying relevant consumer touch points and interests with media in mind, the Breaker Benches successfully won people’s breaks, generating record-breaking performance for KitKat. On digital, people excitedly shared their breaks online and the excitement for the campaign generated more than 6.9 million views (Facebook and Youtube) and over 262 million impressions across different social media platforms. More importantly, KitKat grew double digits and grew faster than the category in volume and value (24% and 21% respectively), ending 2015 with its highest volume sales in two years. At the height of the campaign, KitKat overtook Cadbury and Toblerone and became the most preferred imported chocolate brand. KitKat increased its past 4 weeks penetration by 20%, moving the brand’s rank from 5th to 3rd nationwide and 1st in Metro Manila.
KitKat has always been about having a break. But instead of telling people to have a break, the Breaker Benches brought to life the brand’s “break” philosophy provided avenues for them to actually have one. Whatever kind of break people wanted to take, there’s a KitKat Breaker Bench made especially for it. The placement was strategic as well. The benches were installed in places where a break was needed the most—the Philippines’ busiest business districts, where stressed out workers are aplenty. The KitKat Breaker Benches demonstrated an innovative implementation of ideas in a manner most relevant to the consumers.
In today’s world, breaks have never been more relevant. With everyday stressors–daily commute, traffic, slow internet, longer working hours–affecting our everyday lives, the need to sit back, relax and enjoy a break is really a must with people having their own versions of a well-deserved break. Some update their social media pages. Others turn to music or movies. There are those who prefer to have a break alone, and those who prefer to spend their breaks with friends. KitKat identified places in the country where stressed and overworked professionals can be found–the central business districts. There was an opportunity to bring to life the brand’s “break” philosophy and be part of every person’s break through an immersive and shareable experience. That’s where the Breaker Benches came in—because whatever kind of break people wanted to take, a KitKat bench was made made especially for it.