Cannes Lions

SOCIAL BREAK

J. WALTER THOMPSON SINGAPORE , Singapore / NESTLE / 2013

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Overview

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Credits

Overview

Description

Kit Kat has always been a brand that stands for giving people a break so that they may feel recharged for what lies ahead. That’s why we created Kit Kat Social Break, a desktop widget to take care of a new stress that’s affecting many – Social Media Obligations.

This widget automatically likes photos, check-ins and posts that you are tagged to on Facebook. It also automatically replies to tweets by followers on Twitter. And, it automatically shares posts by connections on LinkedIn. So people continue to appear connected, intelligent and cool even while they are recharging.

Execution

The idea was highly relevant to the audience given that it was born from a very current insight.

Given that youths spend a large part of their time in front of their computers, the chocolate widget serves as a daily temptation and reminder to have a break. It's wittiness and tonality was inherently Kit Kat's which successfully reinforced the brand's identity.

Outcome

After just four weeks, the website had already welcomed more than 100,000 visitors and the widget had been downloaded over 40,000 times. On Facebook, Kit Kat Singapore received almost 25,000 likes.

Just a few days after the campaign was launched, the Kit Kat Social Break was 'The' topic of conversation in the news, in tweets and on blogs globally. A simple idea launched in Singapore quickly became an international sensation. CNBC and BBC covered the campaign which led to PR value that was generated with no media dollar spent.

More importantly, Kit Kat once again entered into people's conversations.

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