‘Android KitKat’ Unveiled

JWT has created a series of campaigns around the world to support ‘Android KitKat’, the latest version of the Android mobile operating system which was unveiled this week.  

As KitKat’s global creative partner, the agency has created all work across social and mobile, with a dedicated website serving as the campaign’s digital hub.  JWT offices have also created local campaigns across TV, Outdoor, ambient, retail activation and experiential to run in 19 markets, including Australia, Brazil, Germany, India, Japan, Middle East, Russia and the United Kingdom. Over 50 million specially branded KitKat bars – for which JWT designed the packaging - will also be available in the 19 markets. The packs will lead consumers to the website android.com/kitkat where they will have the opportunity to win prizes, including a limited number of Google Nexus 7 tablets, and credits to spend in Google Play, Google’s online store for apps, games, music, movies, books and more.

 

Android has been developed by the company’s engineers under sweet-themed names ever since the release of Android Cupcake in 2009 and continued in alphabetical order until the most recent version, Android Jelly Bean.  The news that the letter ‘K’ will be dedicated to Nestlé’s KitKat  surprised most technology commentators, who had widely thought the latest version would be ‘Android Key Lime Pie’.   The move marks the first time the operating system has taken its name from a brand. 

Nestlé’s branding partnership with Google is the company’s latest move in its ambition to leverage digital technology and online content to get closer to its consumers to better understand and cater to their preferences.

KitKat is one of the world’s top ten fast-moving consumer goods brands in social media in terms of fan numbers and engagement.

Credits

 

Project name: KitKat Android

Client and Job Title: Stewart Dryburgh

Creative agency:   JWT London

Executive Creative Director: Russell Ramsey

Creative Director:  Barry Christie 

Creatives: Joe Fox, James Keane, Chris Jones

Developers: Dave Morgan, Henry Moyo, Matthew Payne, Davide Fortuna, Tobias Fieldhouse

Project Managers: Stephen Mead, Ian Hughes, Joseph Bassary

Planner (creative agency): Mobbie Nazir

Global Director in Charge: Stephanos Klimathianos

Account Director: Ant Hill