In the lead up to the Aussie Federal election, everyone wants a slice of the political pie, and first cab off the rank is J Walter Thompson, who’ve created a mock political party for a new KITKAT campaign that spruiks the value of taking a break with KITKAT.
Launching this week, the multi-faceted campaign uses the mock party, The Breakers Party, to reinforce KITKAT’s long term “Have a Break” proposition.
A fully integrated campaign has been developed using online video content, TV, social and an on pack promotion (including Shazam integration), encouraging Australians to take action for a chance to become one of five official Breakers Party Ministers and win the break of a lifetime with KITKAT.
Jay Morgan, group digital creative director, J Walter Thompson Sydney, said the client’s brief was to celebrate the breakers of this nation and create more breaks for all.
“As a nation we’re over worked, under holidayed and in need for a break from politics. The Breakers Party is a political party with only one mission: to bring the people of Australia more breaks,” Morgan said.
The campaign is spearheaded by enigmatic leader of The Breakers Party, Dale Jeffries, who joins social to comment on trending topics and spread the Party’s point of view of more breaks for all.
Twitter is also used to support the Breakers Party online video content, pushed out via Facebook, YouTube and pre-rolls throughout the campaign.
The online content, including a longer hero piece, smaller prize-related videos and a range of social content, will drive engaged audiences to The Breakers Party landing page encouraging consumers to ‘Join the Breakers Party’ and capturing entries to the promotion.
“Nestle is very excited about this campaign as we know it will be an effective way to resonate with KITKAT fans and bring some fun into their breaks,” said Chris O’Donnell, head of marketing, Nestle Confectionery.
“We are looking forward to presenting a lighter side of the political conversation and to watch how well Dale and his Breakers Party poll against competing party heavyweights.”
The campaign also introduces five brand new pack designs – one for each minister in The Breakers Party – which use a unique Shazam entry mechanic to automatically direct consumers to The Breakers Party website. There they have the chance to win one of five ultimate breaks and become the Minister of Sports, Technology, Shopping, Music or Travel breaks.
The Breakers Party campaign runs until the end of June.
Agency: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Group Digital Creative Director: Jay Morgan
Copy Writer: Giles Clayton
Art Director: Simon Hayes
Director: Josh Logue
Producer: Paul Friedmann
Editor: Kel Gronow
Online: White Chocolate
Sound and Music: Smith & Western
Group Account Director: James Tracy-Inglis
Account Executive: Jess Kaye
Head of Insights: Andrew McCowan
Integrated Planner: Carly Yanco
Head of Marketing: Chris O’Donnell
Marketing Manager Chocolate: Joyce Tan
Brand Manager: Natasha Mullick
Media Buying done by MEC