Nestlé Singapore – Kit Kat®
Background
Kit Kat® is a snack which all Singaporeans can relate with, but there was just no online presence. Nestle Singapore wanted to create a buzz with an introduction of a Kit Kat® website and a new product launch, Kit Kat® Cherry Blossom.
From the overwhelming response and success of the Kit Kat® Cherry Blossom campaign, Kit Kat® Singapore once again lead the brand’s regional online initiatives through the deployment of the KIT KAT® Buddy Programme; the first Kit Kat® online loyalty programme in Southeast Asia. The programme kicked started with an image upload contest web 2.0 style on the new Kit Kat® Singapore website.
| Facts and Figures |
|
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| Industry |
: |
FMCG |
| Format |
: |
Web site revamp |
| Features |
: |
Loyalty Rewards Program
Rewards / Premium Management
Screensavers and Wallpaper downloads
Web Hosting
Online Advertising
Electronic Direct Mailer
TVC End Frame
Customer Relationship Management
Voting and Commenting Modules |
| Technologies |
: |
Flash
Javascript |
Strategy
The concept was conceptualised and executed by Wiz Werx to address the 5000 strong members. These members were gathered in less than 3 weeks from the last KIT KAT® Cherry Blossom online campaign. One of the objectives was to reward the members for their support. In comparison to the past Kit Kash Loyalty Programmes (Australia and United Kingdom) the KIT KAT® Buddy Programme is not tied to proof-of-purchase but to participation on the website (eg. Sending referrals, logging on to the website, and participating in online contest).
Solution
A Kit Kat marketing website was developed to engage the user on a more interactive level
- Metaphor-based website; showcasing 3 different scenes as part of the navigation
- Amusement: Contest and Games
- Entertainment: Screensavers, Wallpapers etc.
- Factory: All things Kit Kat
- Loyalty Rewards Program
- Contest and promotions
View website
Flash Banner 1
Flash Banner 2
Flash Banner 3
