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.
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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.
BudgetReach & FrequencyTarget AudienceMedia Used
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DIRECT MARKETING / INSERTS / LEAFLETS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIAL
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