KIT KAT GRABBED ATTENTION BY SPOOFING AN EVERYDAY MAILING
Provided by Royal Mail MarketReach
Kit Kat used spoof parcel notification cards to drive trial of it's product Kit Kat Chunky.
What was the Challenge / Background of the Campaign?
When Kit Kat Chunky wanted to drive trial of their new product they knew they had to convince people of it's difference - it's true 'chunkiness'.
What was the Campaign Objective?
To drive trial and awareness.
What was the Solution?
They mailed a postcard that perfectly resembled the notification card that the postman leaves behind when he can't deliver a package. The real card often states that the package couldn't be delivered because it was too big for your letterbox. In the spoof version this was because a Kit Kat Chunky was 'too chunky for you letter box'.
The notification card was sure to get noticed; after having been snatched up and laughed at, recipients were directed to their local newsagent to collect their package - a free Kit Kat Chunky.
What were the Results?
The humorous twist on an everyday mailing delivered astonishing results. A reported 87% of recipients went to their local newsagent to collect their Kit Kat Chunky.