CLIENT
Nestle
Emile Douaihy, Business Executive Officer
Mayssa Abed, Communications Brand Manager
AGENCY
Jala Fawaz, Strategic Planning Director
Maya Khammar, Business Lead
Mohamed Bareche, Creative Director
M. Youssef El Naggar, Senior Art Director
Abdel Rahman Hassouna , Associate Account Director
Sabine Abdallah, Communication Manager
ZENITH
Khaled Shehab, Business Lead - Media
Chris-Mary Barakat, Associate Business Director - Media
SUMMARY
Sponsorships are perfect reach and awareness builders. But when KitKat started to lose association with its iconic ‘break’ platform, it wasn’t enough to typically sponsor the biggest TV show in the region. We blurred the lines between real TV and commercial breaks and shattered all stereotypical perceptions people had about breaks during their favorite TV shows, immersing viewers in an unprecedented brand experience.We generated great recall (75%), a 14% uplift on brand equity, 67% brand favorability and drove more loyalty in an impulse category with 6% increase in repurchase.
