JWT tours Singapore to show positive effects of a KIT KAT break
SINGAPORE (July 25, 2013) — To showcase the power of a KIT KAT break, JWT Singapore and Nestlé are wiring up students with headsets that track their brainwaves while they eat a KIT KAT bar, and then generates a unique piece of art that reflects their state of mind.
The “Break Art by KIT KAT” campaign, which is traveling to campuses across Singapore over a seven week period via Break Art Live!, combines an EEG neuroband, which gauges relaxation levels, and a bespoke software program created by JWT that generates art from each individual's brain activity. Students who enter the ‘brain booth’ get to see exactly what happens to their brain after they have consumed KIT KAT and get to take home a personalized piece of art created by their own mind. Participants also receive a canvas tote or badge bearing their individual creations.
“We always knew that KIT KAT is a great way to take a break and get you in the mood for whatever is next. Now we have the technology to prove it,” said Alan Leong, Associate Creative Director at JWT Singapore.
A group of influential personalities, including DJs, bloggers and actors created their brain-wave creations at invite-only events earlier in July. "The Break Art was very cool and interesting, and I liked the art I created. It was very sensitive to how I was feeling. Especially after having the Kit Kat, I could see a whole lot of difference,” said Velda Tan, fashion and lifestyle blogger and co-founder of Love, Bonito.
The Break Art by KIT KAT campaign extends to Facebook, too. JWT has also created a Facebook app for the KIT KAT SG Facebook page that literally puts a smile in people’s breaks - the Smile Maker measures a person’s smile and allows consumers to create their own Break Art at home. Participants can also challenge their friends to a “smile off” using their webcam via the Smile Challenge.
Not only do users get to enjoy the positive effects taking a break has on their mind and well-being, they are also rewarded by KIT KAT for taking breaks! People who share their Break Art on their Facebook timeline or participate in the KIT KAT Smile Maker or Smile Challenge earn KIT KAT dollars, which they can redeem for Break Art merchandise - including a limited edition Nooka watch, which can be found in a new KIT KAT Social Store set up online for the campaign.
“KIT KAT is constantly looking for innovative ways to reach out to our core target audience, which are youths age 18-24 years old. Break Art by KIT KAT is the first time a brand has managed to showcase how having a break has physical changes to one’s brain waves, and this further strengthens the KIT KAT message that taking breaks is important and good for you. Our Smile Maker app on Facebook also reinforces our brand essence of putting the smiles in people’s breaks. We hope that Break Art by KIT KAT will help entrench KIT KAT as the brand that youths want to have breaks with,” said Magdalene Tan, Group Brand Manager at Nestlé Singapore.
(Note to reporters: The event kicked off Wednesday, July 24 at NUS, Multipurpose Sports Hall 2, Level 2., near NUS recreation centre, from 10 am to 3 pm. If you would like to line up interviews with Nestlé or JWT, please contact Judy Zhang at email@example.com.)
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge - from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others.
JWT opened its first offices in Asia Pacific in 1929, and today has more than 3,000 employees spread across 18 countries in the region.
JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit http://www.jwt.com and follow us @JWT_Worldwide.
Asia Pacific Director of Corporate Communications
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