Thanks to the World Wide Web, media consumption is on the rise – with people spending an average of 492 minutes a day online, using mobiles and watching TV.
With instant access to our favourite news, celebrity gossip, music, soaps and sport at the touch of a button, it’s no surprise – as a result – our attention spans have gone down. Research quoted in PR Week by MediaCom’s Sue Unerman reveals that 80% of people simply read the headlines before moving on to something else.
But, that doesn’t mean that brands shouldn’t try to generate ‘attention grabbing’ content that’ll make consumers sit up and listen. It just means they have to go the extra mile to make it happen.
No. You don’t need to re-adjust your TV sets, KitKat has decided to give people a break from traditional Christmas adverts by displaying a completely blank screen.
With a male voiceover kicking off the advert with the statement “welcome to nothing”, he continues to rattle off festive demands – such as giving presents, family dinners, singing and shopping – that the brand refuses to put consumers through for half a minute. Instead, it’s offering them some peace and quiet, before closing the advert with its classic slogan.
There’s not even any logo on the foam (yes, I’ve been re-visiting early Peep Show episodes to make up for the mediocracy served up in series 9). But, does this campaign make the brand brave or wasteful?
With the likes of John Lewis spending millions on crafting emotionally-charged adverts about a man on the moon, how can KitKat compete?
Devised by creative agency J.Walter Thompson, it’s certainly pushed KitKat to have fun – with the joke even continuing in its press release.
Russell Ramsey, executive director at J.Walter Thompson London says: “.…………….…………….”
Personally, the stunt seems a little bitter to me. Although it doesn’t tick my boxes, you can’t deny it cuts through the clutter at this busy time of year.
I also have to hand KitKat its dues. It may not get every marketing activation spot on, but it doesn’t mind experimenting with its brand – (probably) making them a dream client to work with.
From five-finger bars to a partnership with YouTube, and more recently a limited-edition gold bar, it’s demonstrated multiple times that it’s not afraid to push its logo, tone, personality and values to the limit – to offer its customers something new.
What do you think – is KitKat’s approach going to be forever, or is it going to go down in flames?