BACKGROUND
Like anywhere in the world, Kit Kat is popular brand in Indonesia, associate with “break”. However, for young people any snack is good to accompany their break time. Thus the challenge to create a stronger link for Kit Kat as THE break-time snack.
PEOPLE
Young adults between 21-25 that enjoy life’s simple pleasures & seek chocolate to help them relax
IDEA
“kamentok Rider” video taps on moments when people get stuck, caused by mental block (or “mentok” in Bahasa Indonesia). Fictional and rather fantastical characters were created to illustrate this unpleasant experience and how taking a little break with Kit Kat could help us to survive.
ACTION
Without supports from mass media, Youtube true view nor Facebook ads, the video received more than 20.000 views only in 3 days after it was shown in Youtube, thanks to its irreverent content.
To date it’s been watched for more than 640.000 times.
