Kit Kat No-Wifi Zone

With consumers connected to multiple digital devices wherever they go, more are seeking to log off, at least temporarily.
kit kat no wifi
In line with this trend, which we dubbed De-Teching back in 2010, Kit Kat launched Wi-Fi-free zones in Amsterdam to help people “have a break,” as the brand’s tagline goes in part. Created in collaboration with JWT, the initiative went against the grain of proliferating public Wi-Fi by blocking Internet access within a 5-meter radius. The aim, as the brand explains, was to help urbanites “escape e-mails, updates, tags or likes. Instead, they could enjoy a good old newspaper or a hardcover book. Some even had a real conversation. Whilst eating a Kit Kat of course.” Watch for more marketers to offer creative ways for people to disconnect.
WHY THIS WORKS
Plays very nicely in to the “unplugged” trend, where consumers are looking for relief from the all-pervasive internet. It also is a brilliant embodiment of Kit Kat’s copyline.

Advertisements
This entry was published on March 12, 2013 at 1:49 pm. It’s filed under Experiential, installation, outdoor, social and tagged , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s

%d bloggers like this: