KitKat takes a break with Dave, Rosso, Em + Scott in new work via The Conscience Organisation
KitKat Australia has kicked off a digital content campaign, as part of the brand’s “Celebrate the Breaker’s Break” brand campaign created in partnership with The Conscience Organisation (TCO).
The 12-week blitz is one of biggest digital campaigns for Nestlé Australia for 2015 and spans YouTube, Facebook and Twitter.
The brand has enlisted the comedic talents of Dave Hughes, Tim Ross (Rosso), Em Rusciano and Scott Dooley, who have created content based on observational insights around what people do on their breaks. The campaign aims to leverage existing behaviour around watching online videos during short breaks – and everyone’s desire to smile during these moments.
Says Chris O’Donnell, head of marketing for confectionery at Nestlé Australia & New Zealand: “This campaign illustrates KitKat’s digital ambition. Each comedian has written scripts tailored for their online audience and we have committed to bringing these to life. We’re still in the midst of shooting Dave and Em’s content, which has been deliberately staggered to allow us time to gather real-time insights on how the campaign is performing to further shape what we do.”
In addition to this, the team worked closely with both Facebook and Google to create bespoke pre-roll content that encourages people to turn the sound up (Facebook) or to skip if they’re not interested in comedy (YouTube).
Says Clive Burcham, CEO, TCO: “This is an exciting campaign for Nestlé. We’re grateful to be working with such a brave team – one that is willing to trust in the comedic brilliance of our talent pool, take the risk of working in real-time and the complexities of creating so many tailored pieces of content in such a short time frame.”
Stay tuned for Dave Hughes and Em Rusciano’s episodes.
5 Comments
Who has the problem here? These aren’t great and really take us back in years to the early days of content, when nothing good was out there.
Unfortunately for Nestle and TCO, the world has changed, entertainment is everywhere and you just don’t seem to be able to compete with the smarter, funnier and to be fair, better producers in their bedrooms.
And failing harder.
Even knowing the inevitable shit show that is Nestle that would have lead to these videos being made can’t stop me from marvelling at how truly awful these videos are.
I think the Kit Kat watermark isn’t big enough.
Btw, the annotations on the end of the 3PM video isn’t working.
Pretty sure the real-time insights will contain phrases like ‘I need a break from this shit’.