Research and data gathering

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

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.

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.

Media channels and integration

The activation took place in the airport, integrating our machines to the airport’s departure board.

Action/business results

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.

Outcomes/awareness

Recognizing delayed flights and passengers on those flights, we were able to surprise them placing our product when they most needed it. 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 tim

Our machines do not work as isolated pieces of advertisement. They are integrated to the airport data system.

So, we turned the airport’s usual departure board into a source of data to provide a service to consumers who have to deal with delayed flights.

We turned information into media to communicate the main benefit of our product: the break.

We placed 2 KitKat machines in São Paulo’s main airport. These machines were integrated to the airport data system. We did that in a very busy occasion: Labour Day Holiday (for 3 days).

On the screens of our machines, we curated all flight data and displayed only delayed flights. We were able to talk directly to people in the exact moment they find out their flights are delayed.

Approach and Call to action

Besides the delayed flight info displayed, we had a specific call to action for passengers on the latest delayed flight. They just had to scan their flight tickets. The machine read the flight code and offered a KitKat break based on the delay.

Kit Kat is all about taking a break. The brand is known all around the world as the company that promotes relaxing, fun breaks.

It is historical. Everyone knows the tagline “Have a break. Have a KitKat” and associates the chocolate bar to that annoying moment when you really need a break).

Brief

People are losing their temper over small problems. The overreaction is getting usual, but KitKat wants to be there to promote a break and a “snap out of it” opportunity.

Objectives

The main goal is to find a moment when people really need a KitKat break to reinforce this position the brand is up to. It is an invitation to put the anxiety aside, stop getting flustered, and be cool about any bad news