Creative crowdsourcing makes KITKAT go viral

Creative crowdsourcing makes KITKAT go viral

Co-creating storyline ideas with our proprietary global creator network eÿeka lead to the blockbusting Australian KITKAT Kätapult campaign.

 

The challenge

Nestlé wanted to revive the KITKAT brand with a humorous yet relatable-in-the-every-day advertising campaign; it should be in line with the brands historic campaigns and engagements – something authentically “KITKAT”. Therefore, Nestlé’s creative agency proposed the strapline Snap out of it!as the core campaign driver. It was essential for the KITKAT team to have their creative agency “Snap out of” their comfort zone; in particular, they needed exposure to some creative executions beyond the boardroom. Their aim was to generate fresh inspiration and fresh stories to bring the campaign idea to life.

 

Our solution

This led KITKAT Australia to connect with us to use our proprietary creator network eÿeka. So, we were to come up with funny and relatable stories where people react dramatically to frustrating situations, where only a KITKAT could help the frustrated individual(s) to “snap out of it”. That is why we set up a creative crowdsourcing contest to get potential story ideas that would address KITKAT Australia’s creative challenge.

The creative crowd marshalled by eÿeka was more than fit-for-purpose to address the challenge; in less than three weeks, the eÿeka creative network generated more than 200 storyboarded ideas from 43 different countries.

With this immense array of visually represented creative suggestions and inspirations now at the creative agency’s fingertips, it was ultimately the sketch of gentleman trying to assemble a robot, in the style of IKEA’s flat-pack furniture, that turned into the creative spark the team needed. More than 20 submissions were stories set in medieval times (a ‘Game of Thrones‘ effect, perhaps?); these served as creative inspiration in and of itself, and was a source of inspiration for KITKAT’s Kätapult campaign.

 

The impact

The resulting Kätapult video was a huge success and quickly went viral. Thus, the creative power of the eÿeka creator community and the KITKAT creative agency led to a campaign that exceeded Sales & Brand Equity KPIs in Australia. In the following years, many Nestlé KITKAT markets in Europe and US ‘imported’ it.

We’d love to showcase what Creative Crowdsourcing can do for your brand. So get in touch to request your showcase!

Bridging the Creativity Gap

The Creativity Gap

Involving the right crowd to get to ideas that spark. Creativity is the number one skill needed to survive and thrive in the current market reality. How do you unlock creativity for your brand? And how are you managing your creative capacity?

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