2010 Winners & Shortlists

The Campaign

Kit Kat Chunky was a low key brand in the middle-east, KSA being the core market, till we were asked to do an overhaul. We had many problems to overcome. The brand recall was low, the competition was heavy, the sales were low. Which is why we had to give birth to The Chunky Boys to handle this task.

Success of the Campaign

more than 1 million unique visitors to thechunkyboys.com website and counting. more than 700,000 hits on youtube and counting. sales went up - by 52% in Q2 2009 after the launch, by 6% in Q3 (when the advertising stopped), by 20% in Q4 (when airing resumed)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign started off with 3 virals seeded on the net. These virals had only subtle branding elements (product consumption). As the frenzy picked up on the net as to who the chunky boys were, we launched the special TV placement on Sada El Malaeb - a very famous soccer programme. The product was revealed on the 4th day after increasing the anticipation among the target audience. Three TV commercials were then launched on all the leading channels in this part of the world. The website - www.thechunkyboys.com - then came to life. Traffic to this website came from the TVCs, virals (which by then had an url at the end), and many web banners. This was supported by lot of in-store branding, on-ground sampling, outdoors etc.