Kit-kat: Give Holland A Break [video]

Credits & Description:

Client: Nestlé
Product: Kitkat Chunky Double Caramel
Entrant: J. Walter Thompson Amsterdam, The Netherlands
Title: Give Holland A Break
Product/Service: Kitkat Chunky Double Caramel
Entrant Company: J. Walter Thompson Amsterdam, The Netherlands
Advertising Agency: J. Walter Thompson Amsterdam, The Netherlands
Production Company: Superhero Cheesecake Amsterdam, The Netherlands
Executive Creative Director: Bas Korsten (J. Walter Thompson Amsterdam)
Digital Creative Director: David Navarro (J. Walter Thompson Amsterdam)
Creative Director: Maarten Vrouwes/Friso Ludenhoff/ (J. Walter Thompson Amsterdam)
Strategy Director: Agustín Soriano (J. Walter Thompson Amsterdam)
Creative Art: David Navarro/César García Miquel/Maarten Vrouwes/Bert Kerkhof (J. Walter Thompson Amsterdam)
Creative Copy: Julio Álvarez/Bas Korsten/Friso Ludenhoff/Ivar Van Den Hove (J. Walter Thompson Amsterdam)
Digital Designer: Richard Beerens/Axel Eerbeek (J. Walter Thompson Amsterdam)
Designer: Robert Harrison (J. Walter Thompson Amsterdam)
Business Director: Michiel Van De Graaf (J. Walter Thompson Amsterdam)
Digital Director: Jesse Houweling (J. Walter Thompson Amsterdam)
Activation Director: Vera Korsten (J. Walter Thompson Amsterdam)
Activation Producer: Elisah Boektje (J. Walter Thompson Amsterdam)
Print Producer: Michael Leguijt/Chariva Geurts (J. Walter Thompson Amsterdam)
Pr Director: Jodi Banfield (J. Walter Thompson Amsterdam)
Screen Producer: Mariska Fransen (J. Walter Thompson Amsterdam)
Pr Producer: Melanie Hoen (J. Walter Thompson Amsterdam)
Entry URL: http://givehollandabreak.d.shcc.nl/
Creative Execution
First phase: we used social media to encourage Holland to send Gordon away. All the traffic was redirected towards the microsite, where users could participate by deciding how far and how long the break was going to be.
Second phase: ATL media was used to black out Gordon when he was on the island. Social media was the epicentre of the digital engagement as Gordon’s profiles on Facebook, Twitter and Wikipedia were banned, creating tonnes of WOM. TV, radio and banner ads bore the message “Gordon-free space. Enjoy your break”. This way, all channels supported the creative idea.
• €1,047,271.20 worth of free publicity.
• Brand awareness: increased to 98%.
• Brand consideration: increased to 75%.
• Purchase intention: increased to 51%. (Source: SIS.PR report, Dec. 2014 & MetrixLab research, Dec. 2014)
• +180,000 visits to the website
• +14% fans on Facebook.
• 600 comments per post.
• +25% followers on Twitter. (Source: Google Analytics, Facebook, Twitter, MetrixLab)
• Retail: KitKat gained a 25% market share.
• OOH: KitKat gained a 23% market share, 7 points above the candy bar market average.
• During the campaign KitKat scored its highest (volume) market share ever (Source: Nielsen, 2014)
For the launch of the new KitKat Chunky Double Caramel, the most epic KitKat ever, we were looking for the most epic break ever. During our research we found a very interesting insight for our objective: every country in the world has an omnipresent, controversial celebrity who is in the media all the time, 24/7. For Holland, this person was TV personality Gordon Heuckeroth. The idea was to send him to a desert island and give Holland the biggest break ever. The whole country got to decide how long this break was going to be, and how far he would travel. Every tweet, share and post helped to send him farther away for longer.
During his absence, we added and extra layer to his non-appearance: we provoked a total Gordon blackout, erasing him from every single medium and giving the country their first total break ever from him