Kit-kat: DM

Credits & Description:

Category: Confectionery, Snacks
Media: Experiential
Brand: Kit Kat
Agency: JWT
Geo: Brazil
Advertising Agency: JWT, Brazil
Chief Creative Officer: Ricardo John
Executive Creative Director: Humberto Fernandez
Chief Operating Officer: Ana Hernandes
CRO: Andre PB
Creative Director: Érico Braga, Roberto Vilhena
Creatives: Diego Ferrite, Caio Gandolfi, Felipe Revite
Account Management: Felipe Giacon, Marcos Richter, Luana Ferreira, Caio Sabag
Planning: Stella Pirani, Juliana Maaz, Erica Rigobello
Media: Giovanna Venturelli, Stella Lopes, Aline Castro, Nicole Negrigo
Editing: Muniz Junior
Head of Production / Producer: Maísa Delgado
Creative Technologist / Digital Producer / Producer: Sérgio Costa
Advertiser Supervisors: Liberato Milo, Pedro Oliva, Leandro Cervi, Rafael Souza, Mariana Marcussi, Clara Volpi, Carolina Carillo
Partnership: BE180
Videocase Production: Landia
Film Director: Aline Lata
Cinematography: Erico Toscano
Executive Producers: Sebastian Hall, Carolina Dantas
Account Management: Rafael Passos
Production Coordinator: Camilla Bastos
Editing: Diego Merulla
Sound Producer: Loud
Post Production: Equipe Loud
Published: May 2018
Short Synopsis:
J. Walter Thompson Brazil has created the "Delayed Flight Break Machine," a Kit Kat vending machine connected to the airport data system at Sao Paulo airport. After you've scanned your ticket the machine will only reward you if your flight has been delayed.
Synopsis
Kit Kat is all about taking a break. The brand is known all around the world as the company that promotes relaxing, fun breaks.
It is historical. Everyone knows the tagline “Have a break. Have a KitKat” and associates the chocolate bar to that annoying moment when you really need a break).
Brief
People are losing their temper over small problems. The overreaction is getting usual, but KitKat wants to be there to promote a break and a “snap out of it” opportunity.
Objectives
The main goal is to find a moment when people really need a KitKat break to reinforce this position the brand is up to. It is an invitation to put the anxiety aside, stop getting flustered, and be cool about any bad news
Strategy
We placed 2 KitKat machines in São Paulo’s main airport. These machines were integrated to the airport data system. We did that in a very busy occasion: Labour Day Holiday (for 3 days).
On the screens of our machines, we curated all flight data and displayed only delayed flights. We were able to talk directly to people in the exact moment they find out their flights are delayed.
Approach and Call to action
Besides the delayed flight info displayed, we had a specific call to action for passengers on the latest delayed flight. They just had to scan their flight tickets. The machine read the flight code and offered a KitKat break based on the delay.
Relevancy
Our machines do not work as isolated pieces of advertisement. They are integrated to the airport data system.
So, we turned the airport’s usual departure board into a source of data to provide a service to consumers who have to deal with delayed flights.
We turned information into media to communicate the main benefit of our product: the break.
Outcome
Action/business results
Throughout the 3-day Labor Day holiday (27, 28 and 29/04), we impacted 75,000 people (56% women and 44% men). There were 530 departures (190 on Thursday, 190 on Friday, and 150 on Saturday). In this period, delayed flights accounted for 20% (106) of all departures, and we distributed 2,080 KitKat chocolate bars.
Outcomes/awareness
Recognizing delayed flights and passengers on those flights, we were able to surprise them placing our product when they most needed it. Thanks to data integration, we could turn an otherwise boring, stressful moment into a relaxing, casual break. Data helps to showcase the product’s benefit in the right place at the right tim
Media Strategy
We developed the software for the KitKat action at Congonhas Airport. We used an API with data regarding airports, flights, status, states, cities, timetables, etc. The data is provided by Infraero (www.infraero.gov.br), one of the world’s top three airport operators. Through this API, we developed an algorithm to read, cross-reference, and filter delayed flights in real time. Using data this way, we went further in terms of brand promise. We put together concept and real delivery for people, and turned a “bad break” into something more relaxing.
Execution
We developed the software for the KitKat action at Congonhas Airport. We used an API with data regarding airports, flights, status, states, cities, timetables, etc. The data is provided by Infraero (www.infraero.gov.br), one of the world’s top three airport operators. Through this API, we developed an algorithm to read, cross-reference, and filter delayed flights in real time.
Using data this way, we went further in terms of brand promise. We put together concept and real delivery for people, and turned a “bad break” into something more relaxing.
Media channels and integration
The activation took place in the airport, integrating our machines to the airport’s departure board.
Campaign Description
Research and data gathering
We have identified one specific break that is not related to a relaxing or a fun moment. A break you really don’t choose to take: the delayed flight break.
When your flight is delayed, you are forced to have a break. But let’s be honest: that is not a good break. People get angry and really stressed over it.
KitKat can’t allow a break to be a bad experience. That’s why we planned to reach these people at the very moment they find out their flights are delayed on the departure boards. If your flight is delayed, you deserve a real break with KitKat.
Our KitKat machines are integrated with Departure Boards. We use ordinary information, which is usually bad news, to promote a KitKat break moment.