KIT KAT: Breakfulness App
Opportunity
Kit Kat asked us to look for non-traditional ways to reach a younger audience in fun, digital ways.
Insight
Kit Kat’s “Need a break? Take a break.” tagline was perfect for the onslaught of wearables on the wrist of young people everywhere.
Idea
So we built an app that would track the wearer’s heart rate and—if suddenly elevated—prompt them to take a break (with a Kit Kat).
When the wearer’s heart rate was in the range of normal, nothing would happen.
But if the wearer’s heart rate were to suddenly spike (excluding physical activity as noted by the accelerometer and GPS), they’d be prompted to take a break (and receive a coupon for a Kit Kat).
This was the primary :30 ad promoting the app.
And this was the :15.