Credits & Description:
Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: NESTLÉ SINGAPORE
Product/Service: KIT KAT CHOCOLATE BAR
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: ED&C, Singapore, SINGAPORE
Account Director: Paul Goh (ED&C)
Account Manager: Charmaine Phua (ED&C)
Account Coordinator: Jeraldine Tan (ED&C)
Art Director: Desmond Low (ED&C)
Designer: Lai Khai Ling (ED&C)
Production: Toh Soon (Since Trust Production)
Media placement: Instore Activation - Supermarket - 05 March 2010
Describe the objective of the promotion.
With the launch of the KIT KAT ‘WORKING LIKE A MACHINE’ TV campaign, the client posed a challenge of designing a game that illustrates the consistent key message of 'STOP WORKING LIKE A MACHINE! HAVE A BREAK, HAVE A KIT KAT' to the consumers in-store and yet with an execution that is original and innovative.
Given the limitation in stores, the ideal solution would have to be one that is able to break through the clutter in the supermarkets and disrupt the shoppers’ rigid routine. Other than engaging shoppers’ interest, it should also incorporate a promotional element to help stimulate purchase.
Describe how the promotion developed from concept to implementation
To bring the key message to life, we show the idea in action with our first-of-a-kind Human Jackpot Machine. In the game machine, we have a human operator to spin and stop the jackpot manually. With every $8 purchase of KIT KAT, our target audience has the fun of literally stopping the human jackpot with the show of a stop sign that says 'STOP WORKING LIKE A MACHINE' and win attractive prizes instantly! It is amusing and entertaining for both the participant as well as other grocery shoppers!
Describe the success of the promotion with both client and consumer including some quantifiable results
The 8-week promotion received overwhelming response from both the consumers as well as the participating supermarkets. Reviews from the store managers were very positive and many of them appraised the promotion as an 'entertaining' and 'refreshing' idea that enhances the shopping experience. Clients were impressed with how the game brought the campaign message to life and felt that it related very well and appropriately to their TV commercial. Consumers found the game to be very engaging and interesting. Overall, sales of KIT KAT at the participating stores increased by an average of 150%.
Explain why the method of promotion was most relevant to the product or service
Dressed in the signature KIT KAT bright red outfit, the 'Human Jackpot Machine' stands out prominently in the store front and effectively draws the attention of the crowd. The idea of a Jackpot Machine operated by a human being immediately brings to mind how monotonous and mechanical one's life can be, in a light-hearted and witty manner. This reinforces the brand message of 'STOP WORKING LIKE A MACHINE' and encourages our target audience to live the brand message 'HAVE A BREAK, HAVE A KIT KAT'.
The Promo / PR Ad titled HUMAN JACKPOT was done by ED&C advertising agency for product: Kit Kat Chocolate Bar (brand: Kit-kat) in Singapore. It was released in the Mar 2010.