An “out of this world” campaign

PARIS: The consumer experience of a brand transcends mere advertising. With this in mind, JWT Paris recently launched a two-phase integrated multimedia campaign to accompany the launch of the new Kit Kat, a Nestlé product for the past 35 years – with a chance to win a trip into outer space.

Beginning on 24 January 2008, a story will be built up over several months through a promotional TV commercial and website, as well as games and events. The intention is to create a strong interactive connection with the consumer based on the theme of the “Ultimate Break.”

Phase one

The “Ultimate Break” introduction runs from January 24 through February. It begins with a promotional announcement in the form of a teaser, prompting viewers to go to www.breakultime-kitkat.fr. There, people can share their vision of the Ultimate Break—the funniest, most original and most extraordinary break imaginable—by uploading a video or storyline.

Kit Kat and JWT will select the best ideas each week and, for the first time, provide the means and the producers to create the video of the winner's dreams. Participation also allows viewers a chance to win a trip into outer space.

The promotional announcement, in the form of a humorous 3D animated film, was produced in a longer version of 2:50 minutes and a 15-second version. It features Remy, a 25-year-old caught up in the aggravation of his professional life, and a cast of colourful characters: the obsequious boss, Mr. Pock; the Hyenas, a pair of snake-like twins; Bogosse, the co-worker with high ambitions; and the inevitable sexy secretary.

Overwhelmed and distraught by the plummeting figures on his computer, Remy takes a much-needed Kit Kat break. He is irresistibly drawn to the window, where he discovers, flabbergasted, that the building is rising upward into space. The elevator opens and it's empty. Intrigued, Remy steps in. The viewer is prompted to continue “The Quest for the Ultimate Break” by visiting the website.

This promotional piece is being aired on TF1 and M6, and featured in banner adverts and layouts on Allociné, MSM, Skyrock and You Tube.

Phase two

From the beginning of March until 20 June, the Ultimate Break experience takes over, with a trip to outer space as the backdrop. The phase includes promotional radio adverts as well as an “Ultimate Break Tour”: a trip to the seven biggest cities in France and 21 shopping centers.

This phase will also emphasise space travel: for the first time ever, French consumers will have the opportunity to win two trips into outer space. The first is through an instant-win game on Kit Kat packaging and the second through a drawing on 30 September for participants in the Internet campaign and the Kit Kat Ultimate Break Tour. In total, more than €400 000 in prizes will be awarded.

During the Ultimate Break Tour, consumers will be encouraged to discover the new Kit Kat, and they'll also experience a taste of space travel through firsthand experiences that simulate the weightlessness felt by astronauts. Each of these events will be recorded and made available for download on the breakultime-kitkat.fr site.

In 2010, two lucky people will be able to discover the beauty of the earth as seen from space by going on suborbital space shuttle flights.