Campaign: Have a Break from DrivingBrand: KitKatClient: Nestlé RomâniaSubmitted by: Digital Star
Background/objectives:Gas Stations – a distribution channel with significant growth potentialGas stations are growing distribution channel, diversifying their client offer. Auchan and Subway already capitalizing on this opportunity by opening outlets in gas stations.In chocolate bars segment, gas stations account for ~5% in volume sales, being a very dynamic channel: 5.2% increase vs 3.7%* increase all retail outlets 2017 vs 2016 (source: Nielsen retail audit)KitKat had to find a way to increase sales by stimulating trial and emotionally connect with the consumers without matching the top players investments in media.
Strategy:On Waze platform, we created:1. Branded take-over which were pumping-up during the way, and suggest drivers to have a break to the next MOL station2. KitKat-branded pins on 192 MOL gas-station, which were marking the nearest ‘break’ station3. KitKat branded in-app searches – which appear whenever a user would search for a destination in WazeThe ads were served to users driving on national roads and highwaysIn-store, in MOL gas stations:KitKat counters were placed inside the MOL gas-stations cash register area.
Results:669K unique users were exposed to the message – strengthening the associating of KitKat with the ‘break’ ideaThe ads generated 2.5 mil impressions and 18.8K engagementKitKat Sales increased + 206% (objective + 30%)