‘Have a break-Have a kitkat’

 

Champion of the break

 

Kit Kat has one of the longest running and famous endlines in advertising history, but recently the focus has been on new products and promotions rather than building the brand so it’s lost its relevance & purpose. Our challenge was to get more people to talk about the ‘break‘ again.  

With our campaign we will be looking at the Fifa world cup in brazil, 2014. The campaign will run alongside the FA and the England football team. Our premise is to reward people for having a break. We want Kit Kat to become the champion of the break for rewarding their customers for being champion of theirs. The campaign will predominantly be a social media campaign running on popular social networks including Facebook and twitter. Kit Kat will introduce the campaign by telling their followers on twitter and Facebook that they will be giving away prizes to their customers who spend their break in the best way possible. Followers will then send in their break story with the hashtag #kkbreak. The break story with the most retweets or likes will get a prize. The prizes will include England based items, signed shirts, footballs, etc. The prize will depend on the size of the response from other social network users. 

 

Every week Kit Kat will be sending 5 people to the world cup on the back of their break story. They will also be running a leaderboard, the person at the top that has had the best social media response will be sent out for the final of the competition and given vip treatment to reward them.  The break stories will be centered around the football matches, the break story only includes how they spent the match, what did they do for it, how did they spend their break whilst watching the football. 

 

Everything surrounding the campaign will be ‘break’ oriented. Who deserves a break, send someone a break. Again it will only be social media users, ‘comment who you think deserves a break and why?’.Kit Kat will go out of their way to give away prizes. It will encourage users to interact with the brand, after all, all they have to do is write a few sentences. Another method would be to give the England players a break, they get all the pressure put upon them, give them a break. Adverts surrounding the media campaign will include the England team in the dressing room having a Kit Kat, obviously mock. Kit Kat will be encouraging their audience to share messages of support to the team, the best messages will then get picked for the TV advert. Roy Hodgson in the dressing room at half time-‘come on lads, the whole country is behind you , just look at this tweet from @Limf93...’. Little unique details like this can make a campaign and we feel that it will maximize brand interaction with their customers, rewarding loyal customers to the brand. 

 

We feel that this campaign will encourage people to connect and interact with the brand. The campaign will also create a huge social media presence for Kit Kat. By making everything break oriented they can rightly take back their crown of ‘champion of the break’. This will create a huge social media buzz which in tern could become a very successful campaign for the brand.