Taking an elevator is having a break from the stairs. Kit Kat's selling idea is have a break. We made stickers in the elevators door with a picture of stairs and a hand holding a Kit Kat about to break it. When the elevator opens, it is as if it were breaking a Kit Kat, hence taking the elevator is having a break - a Kit Kat break.

It increased sales of Kit Kat in shopping malls and movie theatres by 30% after the placement of the media. The total cost was 70% lower than the usual POP poster.