Kit Kat has introduced “Free No Wi Fi Zones” in an attempt to encourage people to ‘Have a Break, Have a Kit Kat’.The concept is very smart and in line with the brand’s overall image that asks people to take a break from their every day hectic routines and enjoy a Kit Kat. The concept also focuses on encouraging people to interact with real people and disconnect from the digital world for a bit.
The No Wi Fi Zones block internet access within a 5 meter radius making sure that the user is not connected to the internet within this area.
This campaign has been executed in Amsterdam is being executed by JWT Amsterdam.
The ad reads:
“The world is becoming one big WiFi zone, it’s available in bars, restaurants, trains, airports, supermarkets. There’s even WiFi on Mount Everest. Result? People are constantly online. Time for a break.”
So we created a Free No-WiFi Zone. In a radius of 5 meters, we blocked all signals so people could 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.
Source: http://www.mediapoondi.com/2013/01/24/kit-kats-free-no-wi-fi-zones-encourage-people-to-take-a-break-2/
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