This advert is good in showing that not everything in life has to always be so serious and that you should always take time to relax and have some fun with friends. KITKAT are also focusing more on product and brand recall in consumer minds because, the only time the product is seen in the advert is when the actors are eating the KITKAT. In this advert KITKAT has made use of soft selling in that they are not pushing information on the watcher, they are just focused on increasing their brand and product recall in the consumers’ minds. The advert also shows that even if people don’t know each other they can still have a conversation like friends over a KITKAT. I like this advert because although the chase is very reminiscent of childhood games of cops and robbers, where children would be chasing each other during the game, then turn around and being the best of friends. This started a conversation that made them sound like that all four were friends, but once the KITKAT was finished the chase started up again between the two pairs. The KITKATs slogan is take a break, so KITKAT has played this slogan into the advert in the way of getting the cops to corner the robber inside a warehouse, and as the robbers try to get away the coppers pull out a KITKAT and splits it between the other copper and robbers. Within this year TV advert it shows a classic cops and robbers chase that is usually seen in crime dramas and movies. Wunderman Thompson global chief creative officer Paul Shearer added: “Developing cutting-edge AI technology that responds within the blink of an eye is an unexpected move for KitKat, but gives the brand a chance to show up and show off their legendary positioning in a fresh and relevant way to a new audience.For this week’s blog, I am looking at the 2014 KITKAT TV advert. The interactive game launched across the chocolate brand’s global Instagram channel last week, with posts coinciding with ‘mid-afternoon slumps’. Using #blinkchallenge, players are encouraged to share their results online and compete against each other to see who can take the longest Blink Break. “KitKat has famously encouraged people to have a break since 1957, and this campaign shows a whole generation of digital natives the benefits of taking a break in one of the most relevant contexts for them.” KitKat global strategic marketing and communications lead, Wael Jabi, said. READ MORE: Shhh!: Cadbury hints launch of Twirl Caramel with hidden adverts KitKat claim that Instagram is the most popular platform, specifically with Gen Z users, with nearly two-thirds of users (63%) scrolling through the app at least once a day. The chocolate brand have found from scientific studies that even small diversions from specific tasks can ‘dramatically’ improve focus, with most people turning to social media to break up their day. Whether it be with an owl, goat or lemur, the animals become increasingly more absurd as you progress up the levels of the challenge. The news comes as many other brands look to entice new customers with AI, AR and VR experiences, like Perfect Corp’s most recent promotion for Top Gun: Maverick.īuilt by Wunderman Thompson and using MediaPipe’s Face Mesh technology, the game is powered by a single camera input and uses machine learning to detect blinking in the human face. KitKat has partnered with creative agency Wunderman Thompson to reposition its ‘have a break’ campaign, with the ‘world’s first’ AI-powered staring contest.īlink Break is said to be ‘a fun distraction from the mundane’ that gives people the chance to take a break from social media and go head-to-head in an AI-powered staring contest with animals of all shapes and sizes.
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