AUCKLAND: Brand activation is central to outdoor activities, especially for FMCG companies. Brands are taking new and innovative ways to enhance consumer engagement, but few can beat the way chocolate brand Kit-Kat engaged the audience in New Zealand. Initiated and executed by JWT New Zealand, the innovative outdoor advertising campaign for the Kit Kat chocolate bar allowed people to pry off pieces of plywood posters and assemble them into a chair.
The chairs could be assembled in a few minutes by pulling off the poster's six wood pieces then slotting them together. Voila! A lawn chair. The marketing effort worked “like a grown-up version of a cereal-box toy,” wrote Hollie Shaw in ‘Fast Company’, a website and magazine by the name that charts the evolution of business through a unique focus on the most creative individuals sparking change in the marketplace.
Explained JWT New Zealand: “In the Kiwi summer of 2010, large crowds gathered at outdoor events and concerts” and the chairs were a way to “capture the imagination of this captive audience, give them a break from the ordinary and bring the iconic Kit Kat brand to life.”
Minnesota-based design company Blu Dot embarked on a similar marketing offensive last year, when it planted comp GPS-enabled chairs around Manhattan, then tracked where they ended up.
They got loads of press for it. Kit Kat, apparently, has too, even though the chairs are a limited run, and there aren't any plans to produce more, says JWT New Zealand managing director Simon Fitch.