JWT Kitkat presentation
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Transcript of JWT Kitkat presentation
JWT
KitK
at and Android
Sam Young
JWT
is a Advertisem
ent agency founded in 1864 by W
illiam Jam
es Carlton. In 1878 it w
as then purchased by Jam
es Walter T
hompson and
renamed T
he James W
alter Thom
pson Com
pany accordingly. T
he company w
as then acquired by W
PP in 1987.WPP is a British m
ultinational advertising com
pany. In 2005 the company w
as rebranded by shortening the nam
e JWT.
JWT
is a massive global advertising com
pany with
over 200 offices in 90 countries with around 10,000
employees.W
ith JWT
having offices all over the w
orld it allows them
to integrate a global and m
ultilingual campaign easier. JW
T covers a w
ide range of com
panies and products and have a wide
experience of print based, video and social media
adverts.
JWT
Clients
JWT
cover a wide range of clients that they advertise for.
They advertise for such com
panies and products such as, Shell, N
estle, Mr K
ipling, Row
ntree’s, Debenham
s, First D
irect, Kenco and m
any more big nam
es.
JWT
is ranked among som
e of the top agencies in the world and
continues to be dominant w
ith their advertisement and their global
campaigns.W
ith JWT
’s main headquarters being located in N
ewYork
the nearest and local competitors are BBD
O. BBD
O are a global
advertisement com
pany like JWT
but are more experienced in video
and TV
adverts. Leo Burnett is another big glob advertising agency like JW
T. Leo Burnett have offices in Europe, Am
erica, Asia, A
frica and even A
ustralia. Leo Burnett have worked w
ith Samsung, M
c Donald's,
Fiat and many m
ore.
Android team
ed up with N
estle and K
it Kat to prom
ote their new
operating system nam
ed after Kit
Kat. T
he advertising campaign w
as international and done by JW
T
throughout there global offices and locations. T
he purpose of the cam
paign was to advertise
Androids new
operating system
named after K
it Kat, as w
ell as advertise the chocolate bar itself.
Kit K
at and Android Purpose
The w
hole advertising campaign
evolved around promoting K
it Kat
like a brand new m
obile device through w
ith imagery, w
ording, social m
edia and video advertisement. T
he genre for the cam
paign is hard to define w
ith it advertising two areas
chocolate and technology. I would
say that the campaign fits into both
of these areas with the cam
paign concentrating on advertising both products.
Kit K
at and Android
Genre
The advertisem
ent is very bright, colourful, sim
ple and is very clearly adverting K
it K
at.The advert also doesn't
clearly show that its advertising
the partnership with K
it Kat and
Android.T
he wording also on
the advert advertises the Kit K
at like a m
obile device but from
the audience research no one seem
ed to get it.
Kit K
at and Android
The forum
of this advert appeared mostly online and in various m
agazines and new
spapers. But the campaign also had a video to go w
ith the campaign advertising
a Kit K
at like a mobile device, the advert seem
ed to be a slight spoof of Apple
adverts.
The ads show
and advertise Kit K
at like a mobile device, w
ith using of images and
wording only really used w
hen advertising a mobile device. T
he video advert especially show
s the inclusion of android on the wrapper for K
it Kat as w
ell as a “search A
ndroid Kit K
at” underneath. T
he meaning of the adverts is to advertise A
ndroids new operating system
called K
it Kat w
ith the two com
panies promoting it together. T
he video advertisement is
a spoof of and slight dig at one of Androids com
petitors Apple and how
they advertise and prom
ote their products.T
he adverts where m
ade to support Androids new
operating system K
it Kat.
Previous operating systems have been nam
ed after deserts alphabetically and Kit
Kat is the first branded nam
e they have used. With JW
T being K
it Kats global
creative partner they set about making a series of local and global cam
paigns to advertise K
it Kat and the new
Android operating system
. JWT
created work
across social, mobile, T
V, ambient, retail activation and experiential as w
ell as a w
ebsite serving as the campaigns digital hub. A
cross these areas JWT
designed over 50 m
illion specially branded Kit K
at bars featuring competitions to w
in A
ndroid devices, the packs also featured the website for consum
ers to check out.
Kit K
at and Android
Content
The look of the advertisem
ent is very simple w
ith bright colours and little w
ording and a singular image of the product. T
he advertisement is very
similar to the w
ay Apple advertise their products, this m
akes it very easy for the view
er to recognise the way the K
it Kat is advertise and associate it
with a m
obile device. It is also a slight dig from A
ndroid since Apple is one
of their big competitors
Kit K
at and Android
Style
With K
it Kat being a w
ell know product I w
ould say the campaign is
trying more to prom
ote and advertise the android operating system
to android users. So I would say the m
ajority target audience is focused on android users, inform
ing them on a new
operating system.
The cam
paign still benefits form advertising and prom
oting Kit K
at but I feel the cam
paign benefits more w
ith the android users than getting new
people to buy Kit K
ats. The adverts m
anly focusing on the new
operating system and that the tw
o companies have
partnered together.
Target Audience
Throughout the audience research it
was clear that the audience got a
grasp of the product and knew of it
and had tried it before, but none of them
understood the writing in
relation to the product.Theres no real
information on the ad about A
ndroid and K
it Kat, the audience really has to
search further to understand the ad
Audience
Audience
The advertising cam
paign is manly to prom
ote Androids operation
system since K
it Kat is already a w
ell known product. T
he main target
audience is teens and young adults because they are the most likely to
buy a new phone and or sw
ap to Android. A
lso the way the advert is
worded m
akes it a lot easier for a teenager and young adults to understand due to the am
ount of time they spend and fam
iliarity with
their mobile phones.
Audience
Audience R
esponseT
he response from m
any news w
ebsites is that the video advertisement
is android and Kit K
at making a spoof and taking a slight dig at the w
ay A
pple advertise their products. With one line in the video being ‘T
here’s a K
ITK
AT for that’ w
hich is very similar to ‘T
here’s an app for that’, a slogan apple w
here using to promote apps on the iPhone. T
hey also understood the partnership betw
een Kit K
at and Android and the new
operating system.
The overall issue of the ad is that it
doesn't clearly advertise the partnership w
ith Android and K
it Kat
that its trying to do it kind of hints to it but doesn't specify.T
he writing kind
of confuses the audience but they are internally concentrating on the picture. another issue is that a K
it Kat
isn't healthy and its quite rich with
sugar and fat but they get around that by saying to have it w
hile your on a break to enjoy yourself and not to have it in big consum
ptions.
Legal and Ethical Issues
One legal issue w
ith the ad is that its falsely advertising K
it Kat like a m
obile phone w
ith the wording of the ad
but I would think m
ost view
ers would understand
its a joke and not take it seriously.
Legal and Ethical Issues
The A
SA (A
dvertising Standards A
uthority) is a uk organisation that regulates adverts, m
arketing and prom
otions dealing with com
plaints and seeing if they com
ply with their
advertising standards codes and deal w
ith them accordingly.T
his could be from
misleading the view
er or lying about the product.
They had no com
plaints about the Kit
Kat A
ndroid campaign.
Legal and Ethical Issues