Partnering with YouTube, KitKat reclaims the ad break
Posted on 2020 Jun,01

In collaboration with YouTube, KitKat reclaimed the ad break we all know and skip.

3 billion is the number of searches YouTube gets in a month. Google receives over 63,000 searches per second on any given day. Siri receives over a billion requests, from over a million locations per week. No wonder Technology fails us sometimes…. But what if all of this is just a sign from technology asking us for a break?

As the original champion of good breaks, KitKat knows that no break should go to waste and no break should be skipped.

Guided by user behaviour and data, Publicis ME pinpointed the 50 most searched topics on YouTube in the region. They then linked those trending searches to relevant, meta and unskippable 6-second ads. … So they served audiences 50 films based on the searches they had entered within the platform itself. And who better to star in them than the ‘Youtube guy’ himself? No matter what the audience searched for, they would see the character promising to play their videos… after his break. And each message was personalized. Whether it was sports highlights, or a makeup tutorial, he had them covered.

This data-driven approach--launching 50 targeted films across YouTube-- saw the tailormade campaign surpass all industry benchmarks at 98.7M impressions, 45.5M unique viewers and 14.8% recall within only few weeks.

Credits :

Agency : Publicis Middle East / Dubai

Executive Creative Director : Rana Najjar

Creative Director : Mohamed Bareche

Copywriter : Hani Mohsen

Art Director : Mohamed Youssef El Naggar

Art Director : Saaniya Abbas

Planning director : Jala Fawaz

Digital & Social media director : Wassim Haddad

Client services director : Maya Khammar

Associate Director : Abdel Rahmane Hassouna

Senior communication executive : Sabine Abdallah

Production house : Prodigious

Head of TV production : Wael Said

TV Producer : Mayssa Mohamed Ali Al-Azem

Client : KitKat/Nestle

Business Executive Officer : Emile Douaihy

Brand Communication Manager : Mayssa Abed

Brand Manager : Ghaith Hamed

Brand Manager :  Ziad Jabi