| Title | #BENDGATE |
| Brand | NESTLÈ |
| Product/Service | KIT KAT |
| Category |
B01. FAST MOVING CONSUMER GOODS |
|
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 |
| Joseph Kibria |
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 |
| Katharine O’donnell |
JWT London |
Account Manager |
The Campaign
At the heart of KITKAT’s success is a big and enduring brand idea – to be the smile in your break.
But breaks have changed over time, and we have had to evolve our approach to keep the brand relevant with an audience who increasingly take their breaks online, on their mobile and on the go.
To do this, we hit upon the idea of 'moment marketing'. Seizing a moment in time, and working fast to create and curate social content around it that is fresh, topical and clever – becoming part of the a global social web culture and relevancy in people’s conversation streams.
On September 24th, 2014 stories and images began to emerge, mainly from tech bloggers that Apple's iPhone 6 was bending in people's pockets. In true KITKAT style, we seized the moment to create a well-timed, simple and playful response to the #bendgate conversation.
The Brief
We simply hoped we were fast enough and funny enough to catch the wave of interest developing around the story. To both catch the interest of consumers and influencers on Twitter and to be the light hearted extra piece of news that journalists and media could add to the news story.
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, with KITKAT clearly being the stand out reactive brand on the story, with massively positive sentiment. Beyond the extensive media coverage, the stories themselves were shared thousands and thousands of times and contributed to tens and tens of millions of earned media impressions.
All from 30mins of quick thinking.
Execution
Constantly monitoring, social and the web for moments to react to, we spotted the @unboxtherapy #bendgate video and leapt on the idea. Within 30 minutes we had a quick response that perfectly blended the bending iPhone to KITKAT’s famous ‘ Have a break, have a KITKAT’ brand equity. To mirror the bend we used a KITKAT finger snapped in two and added a little angled graphic, similar to an image on an iPhone website that conveniently made a little cheeky smiling face. All within 30 minutes of catching the @unboxtherapy film on YouTube (who of course delightfully retweeted our tweet). After 27 hours and a massive amount of organic retweets and media coverage we keep the tweets momentum going with a minimal media spend. The activity went well beyond all expectations of our quickly executed plan.
The Situation
Constantly monitoring, social and the web for moments to react to, we spotted the @unboxtherapy #bendgate video and leapt on the idea. Within 30 minutes we had a quick response that perfectly blended the bending iPhone to KITKAT’s famous ‘ Have a break, have a KITKAT’ brand equity. To mirror the bend we used a KITKAT finger snapped in two and added a little angled graphic, similar to an image on an iPhone website that conveniently made a little cheeky smiling face. All within 30 minutes of catching the @unboxtherapy film on YouTube (who of course delightfully retweeted our tweet).
The Strategy
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.