Kit-kat: HAVE A SEAT

Credits & Description:

Type of entry: Use of Media
Category: Use of Outdoor
Advertiser: NESTLÉ
Product/Service: KITKAT
Agency: JWT Amsterdam, THE NETHERLANDS

Client: NESTLÉ
Product: KITKAT
Entrant: JWT Amsterdam, THE NETHERLANDS
Type of Entry: Use of Media
Category: Use of Outdoor
Entrant Company : JWT Amsterdam, THE NETHERLANDS
Advertising Agency : JWT Amsterdam, THE NETHERLANDS
Production Company : FILMGASTEN Amsterdam, THE NETHERLANDS

Executive Creative Director: Bas Korsten (JWT Amsterdam)
Copywriter/Art Director: Maarten Vrouwes (JWT Amsterdam)
Copywriter/Art Director: Friso Ludenhoff (JWT Amsterdam)
Activation Director: Vera Korsten (JWT Amsterdam)
Activation Producer: Elisah Boektje (JWT Amsterdam)
Creative Strategist: Simon Van Oldenbeek (JWT Amsterdam)
Digital Producer: Susanne Meier (JWT Amsterdam)
Digital Director: Jesse Houweling (JWT Amsterdam)

Results and Effectiveness:
All the seats were occupied well before the deadline and the longest 'break' was more than 10 hours. Participants were offered money to hand over their seats. Café owners and passers-by offered participants warm drinks to keep them going. And large crowds gathered to watch our KitKat delivery guy handing over the Nexus 7 tablets.
We spread the story across KitKat’s social media platform, which generated over 500,000 views. KitKat’s Facebook fan base grew with 485%. All of this resulted in the highest market share ever for KitKat in the Netherlands, indexing 145 versus the previous 12 months average. Investments were (very) limited, the return unprecedented high.

Creative Execution:
The special outdoor ads, with seats, were placed at high traffic locations to attract as much attention as possible. They were placed four days in advance, giving the target audience the time to spread the word and book some time off if they wanted to participate.

The activity was filmed and made viral. More than 500k viewers watched the film online and learned this way about the promotion. Later a 5’ tag on, in store displays and special packs attributed to the widespread frenzy about the brand and the contest.

Insights, Strategy and the Idea:
The creators of the world’s most popular mobile platform teamed up with the world’s biggest food and Beverage Company to name their next release of Android: ‘Android Kit Kat’. JWT Amsterdam was asked to promote this new partnership.
The slogan of the brand KitKat is: Have a break, have a KitKat. We took this idea literally and invited our target audience to take the longest break they ever had and win an Android Nexus 7 tablet.

On 11 September 2013 we placed several specially built outdoor ads, with built in seats at high traffic locations. Anyone who occupied the seat at the exact given time on 14 September won a new Nexus 7 tablet. This way we celebrated the brand’s slogan, relevant to both the brand and the target audience. Kit Kat is all about providing the ultimate break, this campaign did exactly that.