Kit Kat gives consumers a break

<p>Part of Nestle's Kit Kat campaign in Hong Kong consisted of the </p><p>specially-constructed branded benches within bus shelters. </p><p><BR><BR> </p><p>The Kit Kat benches revolved around the long-running theme of "Have a </p><p>Break. Have a Kit Kat". </p><p><BR><BR> </p><p>While waiting for a bus, therefore, people could sit on the benches for </p><p>a relaxing break. </p><p><BR><BR> </p><p>The bus shelter campaign was supported by a network-wide four-sheet </p><p>poster campaign in order to increase audience involvement and make the </p><p>outdoor advertising more interactive and interesting. </p><p><BR><BR> </p><p>The campaign, by J. Walter Thompson and its media arm MindShare, came at </p><p>a time when prospects in the chocolate market was declining. </p><p><BR><BR> </p><p>At the same time, competition was intensifying. </p><p><BR><BR> </p><p>The key objective in the communication strategy, therefore, was to build </p><p>a stronger relevance and saliency to its "Have a Break. Have a Kit Kat" </p><p>platform. </p><p><BR><BR> </p><p>Hence the creation of branded bus shelter benches. </p><p><BR><BR> </p><p>As this had never been done before, it was unexpected and out of </p><p>ordinary and immediately made an impact. </p><p><BR><BR> </p><p>The aim behind the campaign was to enable Kit Kat to stand out in an </p><p>otherwise cluttered market and simultaneously convey the notion that the </p><p>chocolate stood for fun and excitement. </p><p><BR><BR> </p><p>The campaign was used as a creative support to the heavy print schedule, </p><p>which consisted of the Chinese-language newspapers The Sun, Apple Daily, </p><p>Recruit, and Job Seeker. </p><p><BR><BR> </p><p>As such, the benches gave the media strategy a much-needed lift. </p><p><BR><BR> </p><p>The creative strategy was kept simple and eye-catching in order to grab </p><p>people's attention. </p><p><BR><BR> </p><p>The benches and the print ads together helped to create both interest </p><p>and desire and give Kit Kat sales a boost. </p><p><BR><BR> </p><p>* This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>