The makers of Kit Kat and their agencies went a slightly different route when introducing their candy to Columbia last year. Rather than hand out samples to show people how delicious their product was, agencies built on their slogan, “Give me a break.”
Mindshare and J. Walter Thompson used 20 bus shelters in the capital city of Bogota to give stressed out commuters a massage. The idea was to give them a break from the daily stress and tie in with slogans for the candy, one of which is “Have a break, have a Kit Kat.”
The way it worked: tiny motors inside the billboards activated a system that sent vibrations to the lower and upper back areas. The quick, comforting massage was activated when a person leaned against the billboard.
The billboard locations were also geo-located on Google Maps, with Twitter and Facebook support, to drum up interest.
Even though to some, the campaign may have seemed to be a bit much, the stunt was well received, even some construction workers and leather clad bikers took their turn leaning against the billboards for their “break,” enjoying a free massage.
No word on whether the stunt was successful as far as convincing people to eat a Kit Kat as a part of their break or if they might bring this stunt stateside anytime soon. We could use a nice break here in our commuting routine as well!