KitKat and J. Walter Thompson offer break of a lifetime with launch of new campaign
KitKat has launched a new campaign reinforcing its long-term ‘Have a Break’ proposition. Created by J. Walter Thompson Sydney, the campaign was developed using online video content, TV, social media (#jointhebreakersparty) and on-pack promotion encouraging Australians to win the break of a lifetime with KitKat.
https://www.youtube.com/watch?v=fyQTTopUj6k
The campaign introduces Dale Jeffries, leader of mock political party, The Breakers Party. Jeffries spreads the party’s point of view that customers should take a break with KitKat.
On The Breakers Party website, consumers have the chance to win one of five ultimate breaks and become the Minister of Sports, Technology, Shopping, Music or Travel breaks.
Twitter, Facebook and Youtube are used to promote the online content which includes a longer 90-second piece, a 30-second prize-related video and a range of social content which drives audiences to The Breakers Party page and capture entries to the promotion.
Appalling bad. Domestos did “Australians for a cleaner bathroom” Party during the NSW state elections in 1999. Some of JWT’s senior creatives were at Lowe Lintas when the Domestos campaign ran and should have called this one out for plagiarism. At least Lowe’s campaign was funny as opposed to this one, which is just lame.