| Title | #BENDGATE |
| Brand | NESTLÈ |
| Product/Service | KIT KAT |
| Category |
C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
JWT LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
JWT LONDON, UNITED KINGDOM
|
Credits
| Russell Ramsey |
Jwt London |
Executive Creative Director |
| Barry Christie |
JWT London |
Creative Director |
| Matthew Watkins |
JWT London |
Creative |
| Pier Mattioli |
JWT London |
Designer |
| Toby Chiswick |
JWT London |
Social Media Director |
| Rosie Atkins |
JWT London |
Business Director |
| Neil Brice |
JWT London |
Account Director |
| Anne Mccreary |
JWT London |
Planning Director |
| Joseph Kibria |
JWT London |
Creative |
| Katharine O’donnell |
JWT London |
Account Manager |
The Brief
At the heart of KITKAT’s success is an enduring idea – to be the smile in your break. But breaks have changed and to keep the brand relevant with an audience who increasingly take their breaks on their mobile and on the go, we seize moments to create fast, fresh and clever social content. Becoming part of social web culture and relevancy in consumer’s conversation streams – creating a little smile in their break. With KITKAT’s connection to Android and our audience’s love of technology, we knew we could create a perfect cheeky break.
Creative Execution
People have breaks on mobile phones these days and KITKAT has 77 years of championing the break, this combined with the fact that it was the first FMCG brand to name a mobile operation system, meant that a bending iPhone was the perfect subject for the brand comment on. A perfect opportunity to express our iconic strapline and the fact that we will forever be relevant to mobile phones (as KITKAT runs on hundreds of millions of devices), almost ensured success of our speedy witty response.
Describe the creative solution to the brief/objective.
We parodied the bent phone with a snapped finger and a line of copy that linked KITKAT’s brand equity wittily to he breaking news story – effectively news jacking the situation. By acting fast, we planned to hit the trend curve as the news story was breaking and to become part of the story itself, hoping for maybe 1000 retweets, blogger engagement and some news coverage, like a Mashable article.
Results
KITKAT was one of the first brands to tweet the story; exploding in popularity, with over 28,000 retweets, 14,500 favourites and 4000 new followers in 72 hours.
After 27 hours we used the minimum Twitter media spend to increase reach and sustain the momentum with 19,093 organic retweets and 8,235 promoted retweets, making it nearly twice the size of Oreo’s Dunk in the Dark Superbowl tweet.
The activity also received massive PR coverage; the stories themselves shared thousands and thousands of times generating tens and tens of millions of earned media impressions. All from 30mins of quick thinking.