The agencies charged with launching the Kit Kat bar in a new market last year did so in a memorable new way…When the candy bar launched in Columbia, rather than have teams give samples to busy passersby, Mindspring and J. Walter Thompson decided to use bus shelter billboards to take the slogan used for the candy, “Give me a break,” to a whole new level.
The agencies transformed 20 bus shelters around the capital city of Bogota into massage stations. Tiny motors in the signs activated a system that transferred vibrations to the lower and upper back of anyone who leaned on the sign.
The idea was to give stressed out commuters a “break” tying into the Kit Kat slogan of “Have a break, have a Kit Kat.”
While some may have found the campaign to be a little too “touchy feely,” it seemed to be well received by most. Everyone from suit clad daily commuters to construction workers took advantage of the quick massage.
No word on if the campaign will be revived here in the States, but surely commuters in Atlanta could use a quick massage to help with stress as well! A few samples of the delicious Kit Kat bars wouldn’t hurt either!