Have a break, have a KitKat entered the vernacular in many countries a long time ago. KitKat has been giving people a break from all kinds of routine, pressure and stress for as long as most people can remember. Life, though, has become increasingly digital. There’s a new kind of pressure, brought on by social media and the competitiveness of games.
So Wunderman Thompson Amsterdam and KitKat have given gamers a break in one of the most competitive game modes of the most popular football game on the planet: FIFA Ultimate Team (FUT) Champions Weekend League. During the Weekend League, hosted in Malaysia, players have three days to win up to 20 online games against randomly matched opponents, in exchange for big virtual rewards. The partners decided to give those gamers a break from the pressure that comes with the weekend and help them win as many games as possible.
They infiltrated the popular game with 100-specially created KitKat accounts and created The Kitto Kath Squad, a unique team made up of silver and bronze-level players who are easy to beat. The Squad includes footballers named Kit and Kat, such as Australian Ryan Kitto, Germany’s Florian Kath, Norwegian John Kitolano, and Japanese footballer, Chihiro Kato, who helped players take a much-needed break from the intensity of the games during Weekend League on April 22-24.
Unsuspecting FIFA gamers were surprised by KitKat, when their opponent, The Kitto Kath Squad, scored an own goal and quit the game, essentially giving them a quick and easy win. After the win, players received a personal message from KitKat, to Have a break. Have an easy win. Every defeat for The Kitto Kath Squad, meant a triumph and an easy in-game reward for players who can take a break from playing FUT Champions.
Wael Jabi, global strategic marketing & communications lead at Kit Kat, stated, “The longevity of our tagline, Have a Break. Have a KitKat, which was first used in the 1950s, is thanks to activations like this which demonstrate how the benefits of taking a break can be applied to all manner of situations in life. By using a modern-day Trojan Horse and infiltrating the game from the inside, we were able to bring our tagline into the virtual world and give gamers a break from the intense competition.”
Sheungyan Lo, chief creative officer at Wunderman Thompson APAC, added, “Contrary to what the word, game, suggests, the world of online gaming can be very competitive. Playing against the Kitto Kath Squad takes some of the pressure off and gives players a break from their normal routine, allowing them to get back to playing in a fun and chilled setting. Great teamwork from the Wunderman Thompson offices in EMEA and APAC to pull this together.”
Nik Sluijs and Joey Boeters, senior creatives at Wunderman Thompson Amsterdam, commented, “While online games are fun, they require your full focus and attention, so matches can become very competitive – especially when there are big in-game rewards at stake. We drew on our own experience as gamers, tapping into the etiquette of ‘gifting wins’ to opponents to help the brand connect with this community in an authentic way and express their iconic tagline in the world of gaming.”
Over 700 gamers got a break in the middle of their intense FIFA22 FUT Champions weekend. That’s 30+ KitKats an hour. The campaign got a response rate of 87% to the KitKat message sent via PlayStation Messages after each game. And 100% of the gamer’s reactions were positive.
Global Head Of Marketing & Communications: Wael Jabi
Digital Lead Confectionary, Nestle: Arush Kochhar
Kitkat Malaysia Brand Manager: Thor Su Ann
Kitkat Malaysia Brand Manager: Whitney Kok
Kitkat Malaysia Brand Lead: Frédéric Porchet
Agency: Wunderman Thompson Amsterdam
Global CCOs: Bas Korsten, Daniel Bonner
Chief Creative Officer, Global Clients: Paul Shearer
Global Client Leader: Sasan Saeidi
Senior Account Director: Loren Hargreaves
Executive Creative Director: Carlos Camacho
Senior Creatives: Nik Sluijs & Joey Boeters
Producer: Martijn Van Hees
Head Of Gaming & E-Sports: Grant Paterson
APAC CCO: Sheungyan Lo
Account Director: Goh Jamie Su Chin
Account Management: Jason Wong, Siuling Khoo
Junior Account Manager: Denyse Tan Yunxuan
Lead Game Team: Cavan Ang
Music, Sound Design & Vo Casting: Amp.Amsterdam // The Sonic Branding Company
Voice-Over Talent: Jonathan Joseph
Edit & Motion Design: Tim Arnold