Take a break, have a seat, have loads of fun with KitKat’s zany benches

MANILA – KitKat takes a break from the usual marketing stunt in a activation done by J. Walter Thompson Manila with one-of-a-kind seats that does more than just letting you rest your weary bum.

It’s fairly unanimous that most breaks we take start with sitting down so the creative duo got busy, creating specially designed “KitKat breaker benches” that doubled has WiFi spots, rocking chairs and seesaws.

Other wacky creations includes a built-in massager, a longer bench with piano keys as seats that people can play with, an inflatable bench you can lounge in the middle of a pool and even a KitKat bench high up an indoor rock climbing gym.

The campaign has actually started some time last June and is still ongoing as of this writing with eight designs already out. The latest KitKat bench was spotted at Alabang Town Center while J.Walter Thompson said that another one will appear at the Ayala Triangle Gardens tomorrow, August 4.

It was partly inspired by behavioral insights from J. Walter Thompson Intelligence’s trend bank for the past two years, which revealed that online interactions don’t seem to be enough anymore and people have begun to actively seek for real-life experiences that actually let them escape stress, even for a little while.

“There’s a huge opportunity for brands to create highly immersive experiences to further hook and engage their consumers,” the agency said in a statement.

J. Walter Thompson Manila’s campaigns have close similarities with another KitKat campaign done by sister agency JWT Amsterdam. Promoting its partnership with the Andorid KitKat OS in 2013, the brands made an outdoor ad that doubles as a bench that rewards a free Nexus 7 tablet just for sitting on it at a specified time and date.

Credits:

Agency: JWT
Production House: ProvillStudios Manila
Post: Greenroom