Colombia is a country where people are proud of their local and traditional brands. So, to enter the market, KitKat decided to promote its product in an unusual way: by offering free massages to commuters. Organized in Bogota, one of the most stressful cities in Latin America known for its high-density population, traffic jams and strained public transportation system, KitKat deployed more than 100 billboards—20 of which were billboards offering massages. Located at bus stations, the billboards invited people waiting for the bus to have a break and relax. As soon as they lean against the billboard, a motor activates and a pleasant massage begins that targets the upper and lower back areas. All 20 massage billboards were promoted through social media so people could locate them and have a relaxing massage while waiting for the bus.
Título | Massages |
Agencia | J. Walter Thompson Colombia |
Campaña | Massages |
Anunciante | Nestlé |
Marca | KitKat |
Fecha de primera difusión/publicación | Sólo para suscriptores |
Sector Empresarial | Sólo para suscriptores |
Medio | Billboard |
Duración | |
Media Agency | Mi.....re Co....ia Sólo para suscriptores |
Responsable de la creación | R....fo B....ll Sólo para suscriptores |
Director creativo adjunto | A...és N...to Sólo para suscriptores |
Director creativo adjunto | C....ia M....lo Sólo para suscriptores |
Director creativo | J...e P...a S...or Sólo para suscriptores |
Director artístico | N....as A...ta Sólo para suscriptores |
Vice President (VP) | A....io A...lo Sólo para suscriptores |
Director de cuentas | L....th T...os Sólo para suscriptores |
Director de publicidad | Ju.....vid R..o Sólo para suscriptores |
Director de publicidad | C...os Ma....�an Sólo para suscriptores |
Director de publicidad | A...es T....ez Sólo para suscriptores |
Director de publicidad | M...a Cl.....ia Es....sa Sólo para suscriptores |