Idea

We have identified one specific break that is not related to a relaxing or 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.

Data Insight

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.

Innovation and Originality ?

Our KitKat machines are integrated with Departure Boards. We use ordinary information, which is usually bad news, to promote a KitKat break moment.

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.

Change in behaviour

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 time.

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.