Case History Database

Against the backdrop of a highly competitive and cluttered chocolate bar market, effectively launching Kit Kat Chunky Cookies and Cream with $500K seemed to be a significant challenge. A series of bold strategic decisions overcame this challenge; in an Australian FMCG first, Cookies and Cream was launched as a 100% digital campaign that aimed to build consumer connection over product news, leveraging synergy between media and creative in the social media environment. A consumer connection was undoubtedly achieved, driving huge shifts in brand tracking metrics, with sales exceeding target by 150%, delivering a rigorous campaign ROI of 6.2.

	Creative Group Head		John Lam
	Art Director		Blair Kimber
	Copywriter		Hamish Spencer
	Head of TV		Gerri Hamill
	TV Editor		Jesse McElroy
	Account Director		Fiona Tenaglia
	Group Account Director		Peter Bosilkovski
	Planning Director		Andrew McCowan
	Strategic Planner		Luke Atkinson
	Creative Director		Ashadi Hopper		RMG Connect
	Art Director		Hazim Abdul Hamid		RMG Connect
	Copywriter		James Blow		RMG Connect
	Senior Producer Digital		May Liu		RMG Connect
	Flash Developer		Adam O’Byrne		RMG Connect
	Developer		Matthew Knott		RMG Connect
	Associate Developer		Mars Zhu		RMG Connect
	Flash Designer		Toan To		RMG Connect
	Account Director		Tania Seif		RMG Connect
	Senior Brand Manager		Chris O’Donnell		Nestlé
	Brand Manager		Amanda Salkeld		Nestlé
	Marketing Manager		Ian Bell		Nestlé
	Marketing Director		John Broome		Nestlé