Interactions - The Five-to-Two News

Category: Best Mobile Branded App

Client: Kit Kat (Nestle)

Year / Domain / Status: 2013 / Food / Winner

Strategy description:

We went beyond giving advice or tips on how to take a break, so we created easy-to-digest-content that should be seen as the break itself. Our target: only people who could appreciate witty and entertaining content. Our main strategic goal was to create a daily habit of visiting Kit Kat’s page after the lunch break, when people are usually craving sweets. We set 13:55 as the perfect time to publish all of our posts, setting out to be the first page which posts at exactly the same time each day.

Execution:

On Kit Kat’s Facebook, fans found a daily dose of funny news at 13.55 sharp. The page acted like an in-house generated news-flow as it commented upon recent events that happen in sports, movies etc. in a funny and smart way, illustrating it cleverly. Over 90% of the content was generated by the current events, so it’s relevant. The news was written and drawn right on the day it was posted. Over a 15 months period, we managed to create the longest series of ads (over 280) under the same concept.

Case visual: