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Kit Kat 椅子
案例简介：结果和有效性: 这把椅子立即取得了成功，在第一次活动的前一天晚上，奥克兰市周围竖起了海报，第二天就被抢购一空。以 25,000 美元 (新西兰元) 的价格，椅子和海报变得疯狂，设计博客、推特、 Facebook 、全国性报纸甚至国家电视网都有大量报道。这种想法不仅以非传统的方式使用传统媒体，还通过我们不时需要休息的洞察力，将奇巧的品牌精髓带入生活。 创意执行: “Pop out chair” 的概念被开发出来，随着音乐和电影活动的战略性布局，我们的想法以一种既有趣又促进品牌理念的方式吸引了人们。消费者可以走到海报前，弹出各种组件，并快速组装一张胶合板椅子用于活动。当我们的实际海报保持不变时，它表明人们选择了和 Kit Kat 一起休息，而同样的品牌信息也被带到品牌椅子去的任何地方。 见解、战略和想法: 自 1935年推出以来 (从一个人需要在饭盒里放零食的观点来看)，Kit Kat 已经成为一个具有标志性品牌理念的标志性品牌: “休息一下, 有一个奇巧 ”。但是基特 · 凯特今天的目标市场需要一些他们可以充分参与的东西 -- 所以我们必须以意想不到的方式让这个想法复活。这个由 18-25 岁的核心群体越来越难以通过家庭渠道联系到他们，所以在关键的夏天，他们外出走动时，在哪里能更好地吸引他们。
Kit Kat 椅子
案例简介：Results and Effectiveness: The chair was an instant success, with posters erected around Auckland city on the night prior to the first event all being snapped up the very next day. For a 25,000 dollar (New Zealand dollars) spend the chair and posters went ballistic, with heavy coverage on design blogs, twitter, Facebook, in a nationwide newspaper and even on the national television network. This idea not only used traditional media in an untraditional manner, but brought the brand essence of Kit Kat to life through the insight that every now and again, we all need a break. Creative Execution: The concept of a “pop out chair” was developed, and with strategic placement around music and movie events, our idea engaged people in a way that was both intriguing and promoted the brand idea. Consumers could walk up to a poster, pop out the various components and quickly assemble a plywood chair to be used at the event. As our actual poster remained in place, it showed that people had chosen to have a break with Kit Kat, while the same brand message was also taken wherever the branded chair went. Insights, Strategy and the Idea: Since its launch in 1935 (from the insight that a man needed a snack in his lunchbox), Kit Kat has become an iconic brand with an iconic brand idea: “Have a break, Have a Kit Kat”. But Kit Kat’s target market of today needed something with which they could fully engage - so we had to bring this idea back to life in an unexpected way. This core group of 18-25 year-olds are getting harder to reach through at-home channels, so where better to engage them than at key summer while they are out and about.
Kit Kat Chairs
案例简介：结果和有效性: 这把椅子立即取得了成功，在第一次活动的前一天晚上，奥克兰市周围竖起了海报，第二天就被抢购一空。以 25,000 美元 (新西兰元) 的价格，椅子和海报变得疯狂，设计博客、推特、 Facebook 、全国性报纸甚至国家电视网都有大量报道。这种想法不仅以非传统的方式使用传统媒体，还通过我们不时需要休息的洞察力，将奇巧的品牌精髓带入生活。 创意执行: “Pop out chair” 的概念被开发出来，随着音乐和电影活动的战略性布局，我们的想法以一种既有趣又促进品牌理念的方式吸引了人们。消费者可以走到海报前，弹出各种组件，并快速组装一张胶合板椅子用于活动。当我们的实际海报保持不变时，它表明人们选择了和 Kit Kat 一起休息，而同样的品牌信息也被带到品牌椅子去的任何地方。 见解、战略和想法: 自 1935年推出以来 (从一个人需要在饭盒里放零食的观点来看)，Kit Kat 已经成为一个具有标志性品牌理念的标志性品牌: “休息一下, 有一个奇巧 ”。但是基特 · 凯特今天的目标市场需要一些他们可以充分参与的东西 -- 所以我们必须以意想不到的方式让这个想法复活。这个由 18-25 岁的核心群体越来越难以通过家庭渠道联系到他们，所以在关键的夏天，他们外出走动时，在哪里能更好地吸引他们。
Kit Kat Chairs
案例简介：Results and Effectiveness: The chair was an instant success, with posters erected around Auckland city on the night prior to the first event all being snapped up the very next day. For a 25,000 dollar (New Zealand dollars) spend the chair and posters went ballistic, with heavy coverage on design blogs, twitter, Facebook, in a nationwide newspaper and even on the national television network. This idea not only used traditional media in an untraditional manner, but brought the brand essence of Kit Kat to life through the insight that every now and again, we all need a break. Creative Execution: The concept of a “pop out chair” was developed, and with strategic placement around music and movie events, our idea engaged people in a way that was both intriguing and promoted the brand idea. Consumers could walk up to a poster, pop out the various components and quickly assemble a plywood chair to be used at the event. As our actual poster remained in place, it showed that people had chosen to have a break with Kit Kat, while the same brand message was also taken wherever the branded chair went. Insights, Strategy and the Idea: Since its launch in 1935 (from the insight that a man needed a snack in his lunchbox), Kit Kat has become an iconic brand with an iconic brand idea: “Have a break, Have a Kit Kat”. But Kit Kat’s target market of today needed something with which they could fully engage - so we had to bring this idea back to life in an unexpected way. This core group of 18-25 year-olds are getting harder to reach through at-home channels, so where better to engage them than at key summer while they are out and about.
Kit Kat 椅子
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Kit Kat Chairs
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