KitKat campaign “Have a Break” on EA
Chile
Kit Kat Chile impacted FIFA Mobile and The Sims Mobile players by positioning the message “Have a Break”.
Challenge
To reach consumers in an innovative way by positioning the message “Have a Break” and to create direct brand association with it.
Solution
Ad Formats: EA^2
To add extra value to the players’ gaming experience Kit Kat opted for a format that would reward them for watching their ads in the platform. The brand’s message targeted FIFA Mobile and The Sims Mobile players: the rewards were extra stamina (energy for playing the matches) for the former and simoleons (in-game currency) for the latter.
The Sims Mobile
FIFA Mobile
Results
96%
VCR
4,51%
CTA
Key to Success
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1
TO GIVE A REWARD UPON VIDEO COMPLETION
By using a format based on rewards the campaign was very successful among players, achieving a high level of attention and engagement.
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2
APPROPRIATE CONTEXT FOR MESSAGE DELIVERY
Choosing EA platform and the FIFA Mobile and The Sims Mobile games allowed Kit Kat to deliver a perfectly timed relevant message to the target audience.
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3
INNOVATIVE MEDIA
Thanks to EA, Kit Kat was able to reach the target audience in an atypical way and it contributed to generate an unprecedented engagement.
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4
RELEVANT CREATIVES
The brand adapted the creatives to the platform and games leveraging the reward feature to generate higher empathy with users, captivating the audience in a direct and innovative way.
