Kit Kat

“We Will Find You”

MOBILE INTERACTION VIA QR, NFC & SEARCH

NATIONAL CTN 6S

PAID FOR GOOGLE SEARCH ADS

CUSTOM BUILT MOBILELANDING PAGE

KIT KAT FACEBOOK PAGE

CTN 6S DRIVES SALES

ON POSTER CALL TO ACTION

COMPETITION UPDATES AND LINK TO

SOCIAL

EARNED MEDIA GENERATED ON FACEBOOK AND TWITTER

OWNED

BOUGHT

ON PACK COMPETITION CODE DROVE SALES AND INTERACTIONS WITH BOUGHT/OWNED MEDIA

B2B MAILER ALERTED SHOP OWNERS TO ACTIVITY

Campaign Architecture

Kit Kat “We Will Find You”

1) Interactions by Numbers • NFC / QR• Paid Search – OOH Keyword “KK GPS”• Paid Search – OOH Driving Overall Kit Kat Search

2) Mobile Interaction Research• Consumer Technology Perceptions• Effect of Interactions on Brand Equity

NFC accounts for 25% of total interactionsInteractions by QR v NFC

Strong indication of the growing use and awareness of NFC among consumers. Results from a large scale NFC trial in Reading in March 2012 showed NFC interactions at

10%.

2535; 75%

854; 25%

Sum of QR

Sum of NFC

There is still life in QR. Scans in UK up 43% yoy. Continue to

provide multiple interactive mechanics

3pm is the most popular hour for Overall InteractionInteractions by Hour

00:0

001

:00

02:0

003

:00

04:0

005

:00

06:0

007

:00

08:0

009

:00

10:0

011

:00

12:0

013

:00

14:0

015

:00

16:0

017

:00

18:0

019

:00

20:0

021

:00

22:0

023

:00

0

50

100

150

200

250

300

350

Sum of Total In-teractions

Sum of QR

Sum of NFC

Most popular hour for QR interaction was between 3-4pm. Smartphone penetration among teenagers in school/college age users is 66% (41% in 2011.OfCom)

Mobile content can be tailored to serve

time relevant messaging/ experience

Monday Tuesday Wednesday Thursday Friday Saturday Sunday0

100

200

300

400

500

600

700

800

Sum of Total Interactions Sum of QR Sum of NFC

Thursday has the highest levels of InteractionInteractions by Day

Thursday is the most popular day. This suggests a gradual change in consumer mindset towards the end of the week meaning they are more relaxed, playful and curious

20th of September had most interactionsInteractions by Date

15/0

9/20

12

17/0

9/20

12

19/0

9/20

12

21/0

9/20

12

23/0

9/20

12

25/0

9/20

12

27/0

9/20

12

29/0

9/20

12

01/1

0/20

12

03/1

0/20

12

05/1

0/20

12

07/1

0/20

12

09/1

0/20

12

11/1

0/20

12

13/1

0/20

12

15/1

0/20

12

17/1

0/20

12

20/1

0/20

12

23/1

0/20

12

25/1

0/20

12

28/1

0/20

12

0

50

100

150

200

250

300

350

400

450

Sum of Total Interactions Sum of QR Sum of NFC

The 20th of September is the day the campaign hit its optimum posting meaning more visibility and opportunity for interaction. High visibility and repeat viewings drive investigation.

OOH Keyword Search - “KK GPS”

• The Outdoor Keyword Search Term (“KK GPS)” was not chosen as the main method to interact with a poster by pedestrian consumers

• “KK GPS” generated 224 impressions leading to 151 clicks. This compares to 2,535 QR Code 854 NFC Interactions

• However the level of click through was exceptionally high for “KK GPS” at 67%

224 impressions

151 clicks

CTR 67%

OOH Droves SearchKit Kat Paid for Search increased +34% in OOH Regions

OOH Region

Scotland +576%

OOH Region

England +521%Control

RegionWales +391%

Average weekly clicks

(June 25th

– 17th Sept)

Average weekly clicks

(Sept 17th – 8th Oct)

% Increase

England 951 4952 521%

Scotland 66 380 576%

Wales 34 133 391%

OOH EFFECT

Increase in Scotland 47% higher than WalesIncrease in England 33% higher than Wales

Clark Chapman Mobile Interaction Research

• 300 Face to Face On Street Interviews in Proximity to posters

• Interviews in London, Birmingham, Glasgow and Manchester

• All chocolate confectionery purchasers & smartphone owners

• Following groups used for analysis:• 200 Interaction (“Natural” & “Asked to Interact”)

(A) 64 NFC/QR Code

(B) 136 Search

• 100 Non Interactors (Control)

General Barriers to QR/NFC Poster Interaction• Main barriers to NFC/QR Code Poster Interaction was lack of

awareness of the technology• 67% Non Interactors not aware NFC• 29% Non Interactors not aware QR Codes with 22% not

understanding how to download QR Code Reader

These are barriers that will be overcome with time

• Only 9% concerned about Security/Viruses on their mobiles

Provided an entertaining video to watch on my mobile

Given me local information/directionson the nearest place to buy a Kit Kat

Allowed me to easily “Like” Kit Kat on Facebook

Linked to Kit Kat gaming content

Rewarded me for checking in to Facebook places or Foursquare

Given me an electronic coupon for a discounted Kit Kat

Nothing, I wouldn't consider interacting with the poster

Provided a free code so that I could have entered the promotion for a chance to win £10

2%

2%

4%

4%

6%

30%

38%

48%Free promotional codes or an electronic coupon would have encouraged Kit Kat interaction

Base: Non Interactors – sample 100

“Natural Interactors” used Search due to familiarity and convenience whilst QR Codes/NFC are used for experimenting, fun and speed

Interacted naturally via NFC/QR CodeInteracted naturally via Search

Q7b Can I ask you why you used that particular method as opposed to the others?

I have used this method many times before

I think this is the easiest/quickest way to interact/respond

I do not have/don't know if I have a QR code reader

I do not have/don't know if I have an NFC enabled phone

I have not used this method before but wanted to try it

I think this is the most fun way to interact/respond

68%

63%

11%

16%

0%

0%

29%

59%

0%

0%

29%

59%

Base: Natural Interactors – sample 36

NFC/QR Code

Search

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

55%

25%

44%

44%

2%

31%

Very Good Quite Good OK Poor It did not work

Rating Technology- Overall

Interacted NFC/QR Code

Interacted Search

QR Codes / NFC were rated as the best Technology Experience Overall with 98% rating is as Good compared to 69% for Search

Q9a Based on mobile/interaction experiences you had on this occasion, how would you rate this technology (QR code, NFC or searching online) as a way of interacting ?

NFC/QR Code

Search

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

73%

40%

20%

36%

6%

22% 2%

Very Good Quite Good OK Poor It did not work

Rating Technology- Speed

Interacted NFC/QR Code

Interacted Search

QR Codes / NFC were rated as the best Technology for Speed with 93% as Good

Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Speed

NFC/QR Code

Search

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

75%

35%

19%

38%

6%

25% 2%

Very Good Quite Good OK Poor It did not work

Rating Technology- Ease of Use

Interacted NFC/QR Code

Interacted Search

Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Ease of Use

QR Codes / NFC were rated as the best Technology for Ease of Use with 94% as Good

NFC/QR Code

Search

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

64%

30%

23%

34%

13%

33% 1%2%

Very Good Quite Good OK Poor It did not work

Rating Technology- Convenience

Interacted NFC/QR Code

Interacted Search

Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Convenience

QR Codes / NFC were rated as the best Technology for Convenience with 87% as Good

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%84%

78% 77%

56%50%

36%

68%

59% 57%

32%

22%

32%

Interacted NFC/QR Code Interacted Search

Action Taken/Likely to take as a result of Interaction

Q10 Which of the following are you likely to do/ have you done as a result of this experience?

High response levels as a result of the Interaction, particularly amongst those interacting via NFC/QR Codes

-20%

-10%

0%

10%

20%

30%

40%

9% 8%4%

19%

6%11%

8% 10%

4%

20%

30% 28% 28%

21% 21%17%

11%

1%4%

-3%-8%

15%

-1%

6%3%

10%6%

Any Interaction Interacted NFC/QR Code Interacted Search

Interaction, especially by NFC/QR Codes, has a Positive Effect on Kit Kat’s Brand Equity

Q14 We are now going to ask you a few questions about Kit Kat. Please give your impression, whether or not you’ve bought a Kit Kat recently yourself. To what extent do you agree or disagree that Kit Kat is …

Average across 8 brand perceptions

Any Interaction = 81% Interacted NFC/QR Code = 92% Interacted Search = 76% Non Interactors =72%

+/-

%pt

incr

ease

ove

r N

on In

tera

ctor

s

Any Interaction

NFC/QR Code

Search

Non Interacted

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12%

16%

10%

7%

32%

41%

27%

22%

57%

44%

63%

71%

Strongly Encourage Encourage No Difference Less Likely

Interaction Increases Purchase ConsiderationThose who interacted with the advert had higher levels of purchase consideration,

especially those interacting via NFC/QR Codes

Interacted NFC/QR Code

Interacted Search

Q16 How do you think this advertising would affect your likelihood to consider buying a Kit Kat ?

Summary Learnings• 3,389 total interactions

- 75% QR Codes & 25% NFC

- Interactions most likely to take place in the morning commute and afternoon/early evening

- Wednesdays and Thursdays had particularly high levels of Interaction

- “KK GPS” Search term generated less impressions but click through rate was exceptionally high at 67%

- OOH had a broader effect on search with test regions experiencing higher increases than the control (Wales)

• QR Code/NFC Interactions rated very highly overall and for speed, convenience and ease use

• QR Code/NFC Interactions have positive effects on brand equity & purchase consideration

• Poster Interaction would be encouraged with free promotional codes/electronic coupons