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

The Brief

This campaign was the launch campaign for a new product, the KitKat Chunky Double Caramel. Besides this main objective, we also needed to fix some brand issues. In recent years, KitKat has lost its position as the favourite candy bar among consumers and the association with “KitKat is perfect for my break” was not clear enough. The brand needed to become relevant again in the heads of consumers, becoming part of the conversation again. The participation of Dutch people in the promotion allowed KitKat to introduce its new product but also increase awareness, consideration and SOV.

Campaign Success

In the first phase, we used social media to encourage Holland to send Gordon away, getting them to discuss the idea of having a break from him. All the traffic was redirected towards the campaign microsite, where users could participate by deciding how far and how much time 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 the Gordon profiles on Facebook, Twitter and Wikipedia were banned, creating tonnes of WOM. The ATL media was used to black out Gordon when he was on the island. TV, radio and banners ads were used to send the message: “Gordon-free space. Enjoy your break”. We used the nature of each medium to support the creative idea.

Describe the success of the promotion with both client and consumer including some quantifiable results

€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, December 2014 & MetrixLab research, December 2014. During the campaign, KitKat scored its highest (volume) market share ever, indexing 103 in retail and 107 in OOH (out of home), versus the previous highest share ever (during the Android promotion, same period, one year ago). Source: Nielsen. +180,000 visits to the website (Gordon was sent to the furthest island!) 1:51 average visit +14% fans on Facebook 600 comments per post. +25% followers on Twitter. Source: Google Analytics, Facebook, Twitter, MetrixLab In Retail, KitKat gained a 25% market share. In OOH, KitKat gained a 23% market share, 7 points above the candy bar market average. Source: Nielsen.

Explain why the method of promotion was most relevant to the product or service

For the launch of the new KitKat Chunky Double Caramel, the most epic KitKat ever, we enlisted the help of Dutch people to create the most epic break ever. A break for the whole country. A break from the most controversial celebrity that every country has, who is in the media 24/7. For Holland, this meant a break from TV personality Gordon Heuckeroth. So we decided to send him to a desert island. We activated Dutch people with a promotion where they could decide, using a website, how long and how far this break was going to be. Every tweet, share and post helped to send him farther and longer away. In return for this help, they could also win a trip to a desert island and receive the new KitKat Chunky Double Caramel for free. But the main reward was having a complete break from Gordon during a week.