Have a seat
Kitkat / Nestle´ Nederland
Issue 29 | December 2013
Agency
JWT Amsterdam
Creative Team
Executive Creative Director Bas Korsten Creatives Maarten Vrouwes Friso Ludenhoff
Production Team
Activation Director Vera Korsten Producer Elisah Boektje Online Director Jesse Houweling Creative Strategist Simon Van Oldenbeek Production Company FilmGasten B.V
Date
September 2013
Background
When Google launched their updated mobile software, Android 4.4, they chose to call it KITKAT after the confectionary brand.
Previous iterations of Google's mobile software had been called Cupcake, Donut, E´clair and Gingerbread. It was widely expected that 4.4 would be called Jellybean but it was believed that while no money exchanged between the two companies both Google and Nestle´ saw considerable benefits in promoting each other's products.
Idea
Special outdoor ads were placed at various locations in Amsterdam and Utrecht. From Wednesday September 11th to Saturday September 14th, people were invited to have a break by sitting on the special bench within each ad.
Whoever was having a break on the bench at the given moment on the Saturday won a new Nexus 7 tablet with KITKAT operating system.
Both participants and passers-by were able to share the brand message together.
Results
The longest break recorded was of more than 10 hours. Many participants were offered money to hand over
their seats. Cafe´ owners and passers- by offered participants warm drinks and food to keep them going.
By the time of the appointed hour of delivery, large crowds had gathered at each of the sites to watch the KITKAT messengers hand over the well-deserved Nexus 7 tablets.
The story was spread through KITKAT's social channels and the film was seeded through selected influencers, generating over 500,000 views and thousands of shares and comments.
Our Thoughts
Two things are interesting here. One, the collaboration between Google and Nestle´ which saw every KITKAT bar becoming an ad for the new operating system and every mention of the new software a plug for the chocolate bar. Two, the alacrity with which Nestle´ and their agency in the Netherlands saw an opportunity.
When your message is as topical as this, it becomes both relevant and newsworthy in its own right.