Beside streamers famous, Loot KITKAT” encourages relaxing breaks to gamers during intense games
KIT KAT is becoming increasingly present in the lives of gamers, being a constant companion during games, even in the most challenging moments. This reality is confirmed by the Game Brasil (PGB) survey, conducted by SX Group and Go Gamers, in collaboration with Blend New Research and ESPM: in 2023, the brand’s chocolate was elected the most consumed in the food category. snacks candy. Therefore, in partnership with the agency Ogilvy Brasil, the brand created the “Loot KITKAT” campaign, encouraging players to take a BREAK while consuming chocolate, aiming to alleviate the stress of the game.
Check out the campaign video below:
According to the Sprinklr tool, in the period from January 25, 2023 to January 24, 2024, there were around 40 thousand mentions about players stressed about matches and online games. Of these conversations, 40 thousand had a significant potential reach of 94 million users. Therefore, the brand takes advantage of a little explored but important moment for players, transforming a frustrating situation into a break to recharge their energy and prepare for the next round.
To reinforce KITKAT’s unique ability to improve moments of tension, the campaign features the participation of three prominent influencers in the world of games: Gordox, Jukes and Yulla. The film was created based on live broadcasts carried out by influencers on their channels. Twitch, where they teamed up in intense matches. After consuming KITKAT, they were able to take a break to recharge their energy, allowing their genuine emotions to be captured for the campaign and shared with the public.
KITKAT has established itself as a reference in the gaming universe, becoming increasingly closer to the public. The Loot KITKAT action translates all this proximity built over the last few years, demonstrating how the brand understands and meets the needs of players, and transforms moments of frustration into opportunities for relaxation and fun, comments Gabriela Varela, Consumer Marketing Manager at KITKAT .
In addition to reinforcing and making an analogy with the traditional KITKAT slogan, the action shows chocolate as a true mood changer, giving gamers the necessary boost when eating a KITKAT instead of stressing over a complicated game.
“We understand that the gaming community that we have built over the years, through our collaboration with the e-sports scene, is the result of a commitment to active listening to the community itself. In response, we established a solid connection between of, the player and even the streamer, positioning kitkat as the ideal partner for consumers during this moment of pause”, reinforces Mariana Villela, manager of Content Studio Nestl.
The writer at Ogilvy Brasil, Cau Gomes, explains that the idea for LOOT KITKAT came from the way the brand communicates with generation Z. According to him, the brand has a behavior that is common among young people and wants to inspire gamers, streamers and people who like e-sports to eat a KITKAT in these tense moments.
TECHNICAL SHEET
Agency: Ogilvy Brasil
Cliente: Nestl KITKAT
Valeria Desideri – Content Lead
Teco Cipriano Executive Creative Director
Vinicius Medeiros – Project Director
Dan Dualiby Creative Director
Gabriela Bueno – Strategy Director
Cau Gomes – Copywriter
Fabrcia Ramos – Liquid Designer
Gabriella Tamyres – Liquid Designer
Jessica Souza – Liquid Designer
Thainara Sousa Community Manager
Juliana Bastos – Productions Manager
Mariane Melo Producer
Karina Gualberto – Producer
Natan Navas – Videomaker
PR Ogilvy Brasil: Raphaela Brito
Nestle
Content: Samantha Bull, Mariana Villela and Rafael Silva
Marketing: Tatiana Perri, Gabriela Varela, Jssica Salles
Influence: Felipe Custdio and Roseane Souza
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