Cannes Lions

KitKat Mobile Parking Lot

J. WALTER THOMPSON, London / NESTLE / 2016

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Overview

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Credits

Overview

Description

To help launch the new 11 finger KitKat Snap & Share (bar/block) we developed the KitKat Mobile Parking Lot, a simple device to encourage people to give their brains a rest and share a break face-to-face without mobile phones, games or cat videos.

Execution

We sent special packs to CEO’s, Founding Members and Directors from 120 different start up and innovative companies across the UK. These people spend all day on their phones and computers, always online but disconnected to what’s happening in real life. We wanted them to have a break together and get inspired, so they could come up with their own ground-breaking ideas. We asked them not to tweet, tag or share the bar online and just enjoy the chocolate and a chit-chat at work. Each pack contained 3 different Mobile Parking Lots, a personalized letter and a KitKat Snap & Share chocolate bar.

Outcome

We don’t know if anyone had their next Eureka moment. What we do know for sure is that 1,320 KitKat fingers were enjoyed over 1,320 cups of tea. And we know we gave these people a much needed, social break. Which is everything we’ve stood for since 1957.

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