2014 Winners & Shortlists

Results and Effectiveness

The Arab world welcomed KIT KAT’s efforts to change the mood of the region. The show brought KIT KAT to a position of leadership online, propelling its Twitter and YouTube pages from launch to regional Top 3 FMCG. Facebook is now ranked #1. The brand dominated online conversations, with over 50% of all social chatter in a crowded category (vs. 35% previously). KIT KAT gained relevancy, increasing 8% in ‘provide value to my break’, 7% in likability, and 4% in recommendations. It ultimately contributed to a sales increase of 8% vs. the same time period last year.

Creative Execution

There were two main hubs – kitkatcomedybreak.com and YouTube channel. On both platforms, viewers could watch content, give feedback, vote and win prizes for themselves. Twitter, YouTube and video syndication were primary recruitment channels when we used geo, interest and cultural targeting for each judge’s videos.This approach generated hundreds of entries from a typically low involvement audience. Once the show began, YouTube and Facebook became our stars. Episodes and additional content were shared to followers, fans, friends of fans and interest-based audiences in both Arabic and English. Social media chatter fueled the show as we constantly adapted content to the demands of the audience. Extending further, digital media banners and video placements were optimized based on multiple data streams for broad and precision targeting. We didn't stop there. KIT KAT’s Arab Idol sponsorship was leveraged on TV, Radio and Digital to direct people in mass to Comedy Break Show content.

Insights, Strategy and the Idea

During a despairing state of regional revolution in 2013, how could a fun-loving brand like KIT KAT be relevant in people’s lives? How could it break through a crowded chocolate category where it was being outspent 8-to-1 in traditional media? We needed a campaign tailored to KIT KAT’s digitally-savvy core audience, Adults 20-35, while remaining true to the brand essence of putting a smile in people’s breaks. Content drives Online consumption. Extensive research uncovered three truths about what resonated with the core target: 1. They dream of making it big- attracted to and inspired by local talent 2. Humorous content keeps them most engaged 3. Connect with and most receptive to Reality programs These insights led us to develop the KIT KAT Comedy Break Show - the first ever Arabic online comedy reality show to find Arabia’s biggest comedy talent, to give our audience a much-needed break during troubled times.