|Título||Give Holland a Break|
|Agencia||J. Walter Thompson Amsterdam|
|Campaña||Give Holland a Break|
|Marca||Kit Kat Chunky|
|Fecha de primera difusión/publicación|
|Filosofía||First phase: we used social media to encourage Holland to send Gordon away. All the traffic was redirected towards the microsite, where users could participate by deciding how far and how long the break was going to be. Second phase: ATL media was used to black out Gordon when he was on the island. Social media was the epicentre of the digital engagement as Gordon’s profiles on Facebook, Twitter and Wikipedia were banned, creating tonnes of WOM. TV, radio and banner ads bore the message “Gordon-free space. Enjoy your break”. This way, all channels supported the creative idea.• €1,047,271.20 worth of free publicity. • Brand awareness: increased to 98%. • Brand consideration: increased to 75%. • Purchase intention: increased to 51%. (Source: SIS.PR report, Dec. 2014 & MetrixLab research, Dec. 2014) • +180,000 visits to the website • +14% fans on Facebook. • 600 comments per post. • +25% followers on Twitter. (Source: Google Analytics, Facebook, Twitter, MetrixLab) • Retail: KitKat gained a 25% market share. • OOH: KitKat gained a 23% market share, 7 points above the candy bar market average. • During the campaign KitKat scored its highest (volume) market share ever (Source: Nielsen, 2014)For the launch of the new KitKat Chunky Double Caramel, the most epic KitKat ever, we were looking for the most epic break ever. During our research we found a very interesting insight for our objective: every country in the world has an omnipresent, controversial celebrity who is in the media all the time, 24/7. For Holland, this person was TV personality Gordon Heuckeroth. The idea was to send him to a desert island and give Holland the biggest break ever. The whole country got to decide how long this break was going to be, and how far he would travel. Every tweet, share and post helped to send him farther away for longer. During his absence, we added and extra layer to his non-appearance: we provoked a total Gordon blackout, erasing him from every single medium and giving the country their first total break ever from him|
|Director ejecutivo de creación||Bas Korsten|
|Digital Creative Director||David Navarro|
|Director creativo||Maarten Vrouwes|
|Director creativo||Friso Ludenhoff|
|Strategy Director||Agustín Soriano|
|Creative Art||David Navarro|
|Creative Art||César García|
|Creative Art||Maarten Vrouwes|
|Creative Art||Bert Kerkhof|
|Creative Copy||Julio Álvarez|
|Creative Copy||Bas Korsten|
|Creative Copy||Friso Ludenhoff|
|Creative Copy||Ivar van den Hove|
|Digital Designer||Richard Beerens|
|Digital Designer||Axel Eerbeek|
|Business Director||Michiel van de Graaff|
|Director Digital||Jesse Houweling|
|Activation Director||Vera Korsten|
|Activation Producer||Elisah Boektje|
|Print Producer||Michael Leguijt|
|Print Producer||Chariva Geurts|
|PR Director||Jodi Banfield|
|Screen Producer||Mariska Fransen|
|PR Producer||Melanie Hoen|
Brian Wong is the co-founder and CEO of Kiip (pronounced “keep”),...
Over the past six months as co-founder of agency start-up The Ele...
JUNE 2009: Wieden + Kennedy makes Tony Davidson and Kim Papwort...
Central Saint Martins BA (hons) Graphic Design, spec...
The future of creative development is increasingly data-driven, p...
I am Head of Business Development & Strategy at Refinery29. My ro...