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KitKat: Giving Gamers A Break

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Drawing on the history of KITKAT's 'Have a Break. Have a KITKAT.' tagline, KITKAT has given gamers a break in one of the most competitive game modes of the most popular football game on the planet: FIFA Ultimate Team (FUT) Champions Weekend League. During the Weekend League, players have three days to win up to 20 online games against randomly matched opponents, in exchange for big virtual rewards. KITKAT wanted to give gamers in Malaysia (where FIFA is the leading gaming title among 25–35-year-olds, and second to PUBG for 18-24-year-olds) a break from the pressure that comes with the weekend and help them win as many games as possible. In activation by Wunderman Thompson Amsterdam, KITKAT infiltrated the popular game with 100-specially created KITKAT accounts and created The Kitto Kath Squad, a unique team made up of silver and bronze-level players who are easy to beat. The Squad includes footballers named Kit and Kat, including Australian Ryan Kitto, Germany’s Florian Kath, Norwegian John Kitolano, and Japanese footballer Chihiro Kato, who helped players take a much-needed break from the intensity of the games during Malaysia’s Weekend League on 22-24 April. Unsuspecting FIFA gamers in Malaysia were surprised by KITKAT, when their opponent – The Kitto Kath Squad – scored an own goal and quit the game, essentially giving them a quick and easy win. After the win, players received a personal message from KITKAT, to ‘Have a break. Have an easy win’. Every defeat for The Kitto Kath Squad, meant a triumph and easy in-game reward for players who can take a break from playing FUT Champions.
Credits Other credits

Client

Global Head of Marketing & Communications: Wael Jabi

Digital Lead Confectionary, Nestle: Arush Kochhar

KitKat Malaysia Brand Manager: Thor Su Ann

KitKat Malaysia Brand Manager: Whitney Kok

KitKat Malaysia Brand Lead: Frédéric Porchet

Agency

Global Clients: Paul Shearer

Global Client Leader: Sasan Saeidi

Sr. Account Director: Loren Hargreaves

Head of Gaming & E-Sports: Grant Paterson

APAC team:

Account director: Goh Jamie Su Chin

Account management: Jason Wong, SiuLing Khoo

Jr. account manager: Denyse Tan YunXuan

Lead game team: Cavan Ang

Music, Sound Design & VO casting: Amp.Amsterdam // The Sonic Branding Company

Voice-over talent: Jonathan Joseph

Edit & motion design: Tim Arnold

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