Have a Seat By Kitkat
This creative campaign by Kit Kat in 2013 played on their iconic slogan “Have a Break, Have a Kit Kat” to celebrate the launch of the Android KitKat operating system, a fun coincidence!
The campaign involved placing special benches in public spaces with a sign indicating that the person sitting there at a specific time would win a new Nexus 7 tablet.
Campaign Overview
Cause for the Campaign :
Celebrate the launch of Android KitKat and generate buzz around both brands (Kit Kat and Android).
The Idea :
Encourage people to take a break, literally, for a chance to win a prize.
Concept:
Simple yet effective. Special outdoor advertisements were placed in high-traffic locations in Amsterdam and Utrecht, Netherlands. These weren’t ordinary ads – they were benches!
Execution:
The benches displayed the Kit Kat logo and the campaign slogan “Have a Seat.”
The twist? Only the person sitting on the bench at a specific time (announced beforehand) would win a brand new Nexus 7 tablet, a popular device running Android KitKat.This created a sense of anticipation and encouraged people to participate for a chance to win.
Overall Impact :
The “Have a Seat” campaign successfully leveraged the “Have a Break” message to promote Kit Kat while creating a fun connection with the Android KitKat launch. It showcased Kit Kat’s playful brand personality and highlighted the importance of taking breaks.
Impact and Results
- Engagement : The campaign generated excitement. People camped out on the benches, some for over 10 hours!
- Social Media Buzz : The story went viral on social media platforms, increasing brand awareness for both Kit Kat and Android KitKat.
- Positive Media Attention : The campaign received positive media coverage for its creativity and clever way to tie in with the Android launch.
Lessons Learned
- Brand Synergy : Collaborations can be a powerful marketing tool, especially when the brands complement each other.
- Interactive Experiences : Engaging consumers with interactive elements like the benches can create lasting memories and positive associations.
- Simple Ideas, Big Impact : A seemingly simple concept like “Have a Seat” can generate significant buzz and brand awareness.
