KITKAT Raya Rezeki Dikongsi Bersama
7. Commerce Kancils [7.7 Best commerce-led integrated campaign]
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Links:
https://www.youtube.com/watch?v=NXQVHlBjYuE
Product/Service:
Confectionery
Client:
KITKAT
Brief:
For Raya 2023, the beloved milk chocolate and crispy wafer was given a unique facelift for KitKat's break into newer territories.
With its first-of-its-kind embossed 'Ketupat' character, how can KitKat bring out its commitment to being the snack that personifies Raya as well as the break that people were looking for?
Solution:
Through our research, we identified the 4 key Raya moments that we didn't want to just put in an overly melodramatic TV commercial like our competitors. We wanted to break new grounds with our one of a kind packaging that featured these 4 moments upfront!
With this, we brought our uniquely Raya-themed packaging to life as limited-edition collectibles that were closer to the hearts of Malaysians. From there we amplified it with our unique Raya song themed after 'Raya Dikongsi Bersama' and performed by beloved KOLs as well as engaged our audience with activations in real life and digital!
This successfully brought Malaysians closer to the brand and further incentivised them to purchase the product and share the 'rezeki'! All this resulted in an increase of sales by 164% and cemented our Raya song as a staple song for the festive season with over 11.7 million YouTube views and counting.
