|Category||A01. Best Use of Screens|
|Product/Service||KIT KAT |
|Entrant Company:||JWT MANILA, THE PHILIPPINES|
|Advertising Agency:||JWT MANILA, THE PHILIPPINES|
|Media Agency:||ZENITHOPTIMEDIA Makati, THE PHILIPPINES|
Results and Effectiveness:
The campaign engaged the young target group that they raved about it on Facebook and other social media sites. They even uploaded the clips online.
Amazingly, even the most popular comedy TV show in the country liked the campaign. They created spoof videos that gave the idea more media exposure and sweetened up the brand’s reputation, all for free.
In a month’s time, KIT KAT’s volume share increased to its highest ever in almost 3 years. From the lowest sales in March 2010, which only reflected 10 MT, shares went up to 67 MT in November 2011.
To communicate the importance of short yet engaging breaks, we chose a work environment that seems to never take a break – the Newsroom. And to excite the young target market, we delivered the message to them in a surprising way.
The campaign hijacked prime time News updates in between high-traffic programs, showing reporters caught red-handed while engaged in their KIT KAT break. The surprise breaks stood out from the clutter in local TV. It grabbed attention and triggered excitement amongst the young target group.
Insights, Strategy and the Idea:
KIT KAT has been silent across the mainstream media in the recent years. Since nothing exciting was happening with the brand, sales declined and the young adult segment began seeing the brand as an old love gone boring. With that, KIT KAT needed to do something that would engage the target group again.
With a chocolate market largely triggered by emotional communication, we needed to provide a relevant brand positioning that would make KIT KAT exciting again, and ultimately increase purchase amongst the target group.
The career-oriented young individuals have been finding it hard to take long breaks from their competitive work schedule, thus giving more importance on having short yet engaging breaks, which KIT KAT offers. This was the insight that inspired KIT KAT’s media campaign, which promotes the idea of having a break without a care in the world.