In this fast paced world, one sometimes wishes for moments of disconnectedness, to be in a safe place where work and emails cannot reach you. Kit Kat’s recent ad campaign in Amsterdam, the ‘Free No-WiFi Zone’, does just that and is in line with their slogan “Have a break, have a Kit Kat.” The concept is simple: just a public bench and a device to fight off those pesky signals from the outside world. As the advertiser describes, the zone disrupts all wireless signals within five meters, giving people a chance to enjoy a newspaper, a book, or even a conversation with an actual human being.
Even though the products themselves were not directly promoted, it was evident that it was Kit Kat behind the campaign, with the design of the ‘Free No WiFi Zone’ sign resembling the Kit Kat logo. This enabled people to more easily able to connect the campaign to the company. Thus, the campaign managed to generate a positive image for their brand and stimulated favourable media coverage, which would be especially useful in the 'liking' stage of the hierachy of effects.
Jean Chia, 10081459, Comm 335-002, Public Relations, Campaign, Liking