Cannes Lions

BUILD'N BREAK

JWT BANGKOK, Bangkok / NESTLE / 2013

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Overview

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Credits

Overview

Description

Idea:

Thailand is 40 degrees in the shade, so the place where most Thai's go to take a weekend break is generally not outdoors. Shopping malls have become the go-to destination for young and old, and appear on almost every main road in Bangkok. Which means that malls are overcrowded and relaxing at the cinema or dinner with friends has become frustrating because of endless queues and the need for reservations. Kit Kat offered tired shoppers a break from the mall in the mall! Friends could play a building game with game-pieces that were made from Kit Kat chunky. The game required patience to play, and best of all they could further relax by eating the game.

Execution

Kit Kat offered tired shoppers a break from the mall in the mall! Friends could play a building game with game-pieces that were made from Kit Kat chunky. The game required patience to play, and best of all they could further relax by eating the game.

Outcome

Increased sampling, and the new game-box packaging turned individual Kit Kat chunky's into chocolate wafers that could be shared. Initially, this was a school holiday activity in just one mall, but clients now hope to roll it out across Thailand because of the attention it has gained. Although the game-packaging was only created for the activity, indicators suggest that it may soon become a permanent fixture on supermarket shelves.

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