Title	GIVE HOLLAND A BREAK
Brand	NESTLÉ
Product/Service	KITKAT CHUNKY DOUBLE CARAMEL
Category	C01. Fast Moving Consumer Goods
Entrant Company	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Advertising Agency	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Production Company	SUPERHERO CHEESECAKE Amsterdam, THE NETHERLANDS

Name	Company	Position
Bas Korsten	J. Walter Thompson Amsterdam	Executive Creative Director
David Navarro	J. Walter Thompson Amsterdam	Digital Creative Director
Maarten Vrouwes/Friso Ludenhoff/	J. Walter Thompson Amsterdam	Creative Director
Agustín Soriano	J. Walter Thompson Amsterdam	Strategy Director
David Navarro/César García Miquel/Maarten Vrouwes/Bert Kerkhof	J. Walter Thompson Amsterdam	Creative Art
Julio Álvarez/Bas Korsten/Friso Ludenhoff/Ivar Van Den Hove	J. Walter Thompson Amsterdam	Creative Copy
Richard Beerens/Axel Eerbeek	J. Walter Thompson Amsterdam	Digital Designer
Robert Harrison	J. Walter Thompson Amsterdam	Designer
Michiel Van De Graaf	J. Walter Thompson Amsterdam	Business Director
Jesse Houweling	J. Walter Thompson Amsterdam	Digital Director
Vera Korsten	J. Walter Thompson Amsterdam	Activation Director
Elisah Boektje	J. Walter Thompson Amsterdam	Activation Producer
Mariska Fransen	J. Walter Thompson Amsterdam	Screen Producer
Michael Leguijt/Chariva Geurts	J. Walter Thompson Amsterdam	Print Producer
Jodi Banfield	J. Walter Thompson Amsterdam	Pr Director
Melanie Hoen	J. Walter Thompson Amsterdam	Pr Producer

Brief Explanation

In launching its new product, KitKat Chunky Double Caramel, KitKat used the absence of a celebrity, instead of their presence, to stand out in the competitive candy bar market. It sought to increase all brand indicators: awareness, preference, TOMA and sales. We sent ‘annoying’ TV personality Gordon to a desert island to give people the ‘biggest break ever’. People got to decide how long this break would be and how far he would travel. Every tweet and post helped send him farther away for longer. During his absence, we provoked a total Gordon blackout, erasing him from every single medium

Results and Effectiveness

€1,047,271.20 worth of free publicity. Brand awareness: increased to 98%. Brand consideration: increased to 75%. Purchase intention: increased to 51%. “Perfect for my break”: increased to 45%. Source: SIS.PR report, MetrixLab research, December 2014. +180,000 website visits 1:51 average visit +14% Facebook fans 600 comments per post. +25% Twitter followers Source: Google Analytics, Facebook, Twitter, MetrixLab The KITKAT campaign scored its highest (volume) market share ever, indexing 103 in retail and 107 in OOH, versus the previous highest share ever (same period, one year ago), 7 points above the candy bar market average. Source: Nielsen.

Creative Execution

In the first phase, we used social media to encourage Holland to send Gordon away. All the traffic was redirected towards the microsite of the campaign, where users could participate by deciding how far and how long the break was going to be. In the second phase, when Gordon was on the island, social media was the epicentre of the digital engagement because all Gordon profiles on Facebook, Twitter and Wikipedia were banned, creating tonnes of WOM. TV, radio and banners ads where used to give a message of “Gordon-free space. Enjoy your break”.

Insights, Strategy and the Idea

We had two main target demographics. General target demographic: Men and women aged 15-65 who eat chocolate/candy bars. Core target group: Men and women aged 20-30 years who eat chocolate/candy bars. The media strategy was built around the microsite where people could vote to send Gordon away. So we divided the media strategy into two parts: the first one was focused on driving people to the site and the second one to use all media to have a break from Gordon and black him out while he was on the island.