2010 Winners & Shortlists

Results and Effectiveness

KIT KAT CHUNKY stole market share Sales increased by 50% Top of mind increased by 300% Spontaneous ad awareness increased by125%. *Chart source MEMRB Nestle

Creative Execution

We teased our Arabic male youth over 4 days, using 4 20 second UNBRANDED clips of the 60 second TVC. The clips showed the CHUNKY BOYS performing seemingly impossible stunts. Watching them, Mustapha Agha, the presenter on the SADA EL MALAEB TV program joked with the audience. “Who are these guys?” “Are these stunts for real?” Each day brought a new video and over the 4 consecutive days the stunts became more entertaining and the audience more curious. The audience responded by uploading copies of the clip, accessed via the websites advertised by Mustapha during the show. On YouTube over 18,000 videos were viewed and links were forwarded to facebook friends. By day 3 the TV channel was receiving phone calls asking for more information about the Chunky Boys. More than 200,000 arabic youth visited the Chunky Boys site. Finally, on day 4, the big secret was revealed.

Insights, Strategy and the Idea

Re-launch “Kit Kat Chunky” as a stand-alone brand separating it from the 4 or 2 Finger Kit Kat in an already over-crowded market space. Our target group, Arabic male youth predominantly in Saudi Arabia, are time rich, and constrained within their societies boundaries. They identify with their own people, are football followers and lack outlets for creativity, which leaves them constantly searching for entertainment. On average they spend 5-9 hours watching television every day and traditional means of reaching them through sponsorships and spot buys are heavily over-utilized. So we needed to create an unconventional way to arouse the curiosity of our target audience and engage them with the brand. We would use the creation of the funkiest, coolest group of show artists “The Kit Kat Chunky Boys” and tease our way into the audiences’ minds using the highest rated (13.5% against our target) television program for Arabic male youth.