2015 Winners & Shortlists

KITKAT TRAFFIC CAMPIAGN

BrandNESTLÉ
Product/ServiceKITKAT
EntrantJ. WALTER THOMPSON CAIRO Cairo, EGYPT
CategoryUse of Outdoor in a Media Campaign
Entrant Company J. WALTER THOMPSON CAIRO Cairo, EGYPT
Advertising Agency J. WALTER THOMPSON CAIRO Cairo, EGYPT
Media Agency ZENITH Cairo, EGYPT

Results and Effectiveness

As soon as Kit Kat’s traffic campaign launched, sales were on the rise. The brand over-achieved in terms of sales by 63% in Q2 2014 versus Q2 2013. Moreover, the sales volume increased by 47% in Q2 2014 versus Q2 2013, that’s besides achieving a 15% increase in the set Q2 2014 sales target. This dramatic increase in sales helped in solidifying the extension of chocolate consumption habits (Source: (“Nestle sales report”, Nestle Egypt, April 2014).

Creative Execution

Since our main insight is based on the break from traffic.The main communication medium that was used was billboards, to directly interact with the audience by creating customized messages based on the location to remind them to take a break after the long traffic through spreading positive messages. The outdoors were spread in high traffic areas and toll stations which have traffic during the campaign. In support of this campaign, kitkat communicated the same break messages in the most used ‘traffic app’ to advise people on the traffic situation in order to build on the break from traffic concept. In addition, sampling efforts were taking place at toll stations on road-blocked weekends to further emphasize the “KitKat Break”. Last but not least, the KitKat messages were further used in traffic programs on the radio to invite consumers to take a break.

Insights, Strategy and the Idea

Given the nature of Kitkat’s limited communication investment, the challenge revolved around extending the consumption occasion beyond the Q1/Q4 norm to win some business ground away from the heavy spending season(s). Since kitkat’s communication is about the break to other activities. We needed to find the most relevant tension that would culturally & socially manifest the break. The main insight that led to the campaign idea was a consumer insight; one of Egypt’s famous drawbacks is its traffic that isn't tied to specific rush hours, causing constant frustration to Egyptians. Therefore, it was a great opportunity for Kit Kat to play a role in this tension and communicate its brand essence through relating to its consumers in the one single activity that consumes most of their time. The outdoor messages were customized based on the location, allowing people a relief and a smile when they’re through with the traffic jam.

Credits

Name Company Role
Shahira Akel JWT Cairo Business Unit Director
Nada Kamel JWT Cairo Account Director
Farida El Khatib JWT Cairo Senior Account Executive
Luciana Elgebely JWT Cairo Creative Director
Salma El Ashkar JWT Cairo Art Director
Omar Khairy JWT Cairo Copywriter
Mounaz Abdel Raouf JWT Cairo Copywriter