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JWT Kitkat presentation

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Masinator117

- JWT is a global advertising agency founded in 1864 that now has over 200 offices in 90 countries. - The agency partnered with Nestle and Android to create an advertising campaign promoting Android's new KitKat operating system and KitKat chocolate bars. - Through various advertisements across different media, the campaign aimed to promote both Android and KitKat in a fun, colorful style that spoofed Apple's advertising approach. However, some audiences had trouble understanding the partnership.

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JWT KitKatandAndroid SamYoung
JWTisaAdvertisementagencyfoundedin1864 byWilliamJamesCarlton.In1878itwasthen purchasedbyJamesWalterThompsonand renamedTheJamesWalterThompsonCompany accordingly.Thecompanywasthenacquiredby WPPin1987.WPPisaBritishmultinational advertisingcompany.In2005thecompanywas rebrandedbyshorteningthenameJWT.
JWTisamassiveglobaladvertisingcompanywith over200officesin90countrieswitharound10,000 employees.WithJWThavingofficesalloverthe worlditallowsthemtointegrateaglobaland multilingualcampaigneasier.JWTcoversawiderange ofcompaniesandproductsandhaveawide experienceofprintbased,videoandsocialmedia adverts.
JWTClients JWTcoverawiderangeofclientsthattheyadvertisefor. Theyadvertiseforsuchcompaniesandproductssuchas, Shell,Nestle,MrKipling,Rowntree’s,Debenhams,First Direct,Kencoandmanymorebignames.
JWTisrankedamongsomeofthetopagenciesintheworldand continuestobedominantwiththeiradvertisementandtheirglobal campaigns.WithJWT’smainheadquartersbeinglocatedinNewYork thenearestandlocalcompetitorsareBBDO.BBDOareaglobal advertisementcompanylikeJWTbutaremoreexperiencedinvideo andTVadverts.LeoBurnettisanotherbigglobadvertisingagencylike JWT.LeoBurnetthaveofficesinEurope,America,Asia,Africaand evenAustralia.LeoBurnetthaveworkedwithSamsung,McDonald's, Fiatandmanymore.
AndroidteamedupwithNestle andKitKattopromotetheirnew operatingsystemnamedafterKit Kat.Theadvertisingcampaignwas internationalanddonebyJWT throughoutthereglobaloffices andlocations.Thepurposeofthe campaignwastoadvertise Androidsnewoperatingsystem namedafterKitKat,aswellas advertisethechocolatebaritself. KitKatandAndroidPurpose
Thewholeadvertisingcampaign evolvedaroundpromotingKitKat likeabrandnewmobiledevice throughwithimagery,wording,social mediaandvideoadvertisement.The genreforthecampaignishardto definewithitadvertisingtwoareas chocolateandtechnology.Iwould saythatthecampaignfitsintoboth oftheseareaswiththecampaign concentratingonadvertisingboth products. KitKatandAndroid Genre
Theadvertisementisvery bright,colourful,simpleandis veryclearlyadvertingKit Kat.Theadvertalsodoesn't clearlyshowthatitsadvertising thepartnershipwithKitKatand Android.Thewordingalsoon theadvertadvertisestheKitKat likeamobiledevicebutfrom theaudienceresearchnoone seemedtogetit. KitKatandAndroid Theforumofthisadvertappearedmostlyonlineandinvariousmagazinesand newspapers.Butthecampaignalsohadavideotogowiththecampaignadvertising aKitKatlikeamobiledevice,theadvertseemedtobeaslightspoofofApple adverts.
TheadsshowandadvertiseKitKatlikeamobiledevice,withusingofimagesand wordingonlyreallyusedwhenadvertisingamobiledevice.Thevideoadvert especiallyshowstheinclusionofandroidonthewrapperforKitKataswellasa “searchAndroidKitKat”underneath. ThemeaningoftheadvertsistoadvertiseAndroidsnewoperatingsystemcalled KitKatwiththetwocompaniespromotingittogether.Thevideoadvertisementis aspoofofandslightdigatoneofAndroidscompetitorsAppleandhowthey advertiseandpromotetheirproducts. TheadvertswheremadetosupportAndroidsnewoperatingsystemKitKat. PreviousoperatingsystemshavebeennamedafterdesertsalphabeticallyandKit Katisthefirstbrandednametheyhaveused.WithJWTbeingKitKatsglobal creativepartnertheysetaboutmakingaseriesoflocalandglobalcampaignsto advertiseKitKatandthenewAndroidoperatingsystem.JWTcreatedwork acrosssocial,mobile,TV,ambient,retailactivationandexperientialaswellasa websiteservingasthecampaignsdigitalhub.AcrosstheseareasJWTdesigned over50millionspeciallybrandedKitKatbarsfeaturingcompetitionstowin Androiddevices,thepacksalsofeaturedthewebsiteforconsumerstocheckout. KitKatandAndroid Content
Thelookoftheadvertisementisverysimplewithbrightcoloursandlittle wordingandasingularimageoftheproduct.Theadvertisementisvery similartothewayAppleadvertisetheirproducts,thismakesitveryeasyfor theviewertorecognisethewaytheKitKatisadvertiseandassociateit withamobiledevice.ItisalsoaslightdigfromAndroidsinceAppleisone oftheirbigcompetitors KitKatandAndroid Style
WithKitKatbeingawellknowproductIwouldsaythecampaignis tryingmoretopromoteandadvertisetheandroidoperatingsystem toandroidusers.SoIwouldsaythemajoritytargetaudienceis focusedonandroidusers,informingthemonanewoperatingsystem. ThecampaignstillbenefitsformadvertisingandpromotingKitKat butIfeelthecampaignbenefitsmorewiththeandroidusersthan gettingnewpeopletobuyKitKats.Theadvertsmanlyfocusingon thenewoperatingsystemandthatthetwocompanieshave partneredtogether. TargetAudience
Throughouttheaudienceresearchit wasclearthattheaudiencegota graspoftheproductandknewofit andhadtrieditbefore,butnoneof themunderstoodthewritingin relationtotheproduct.Theresnoreal informationontheadaboutAndroid andKitKat,theaudiencereallyhasto searchfurthertounderstandthead Audience
Audience
TheadvertisingcampaignismanlytopromoteAndroidsoperation systemsinceKitKatisalreadyawellknownproduct.Themaintarget audienceisteensandyoungadultsbecausetheyarethemostlikelyto buyanewphoneandorswaptoAndroid.Alsothewaytheadvertis wordedmakesitaloteasierforateenagerandyoungadultsto understandduetotheamountoftimetheyspendandfamiliaritywith theirmobilephones. Audience
AudienceResponse Theresponsefrommanynewswebsitesisthatthevideoadvertisement isandroidandKitKatmakingaspoofandtakingaslightdigattheway Appleadvertisetheirproducts.Withonelineinthevideobeing‘There’sa KITKATforthat’whichisverysimilarto‘There’sanappforthat’,aslogan applewhereusingtopromoteappsontheiPhone.Theyalsounderstood thepartnershipbetweenKitKatandAndroidandthenewoperatingsystem.
Theoverallissueoftheadisthatit doesn'tclearlyadvertisethe partnershipwithAndroidandKitKat thatitstryingtodoitkindofhintsto itbutdoesn'tspecify.Thewritingkind ofconfusestheaudiencebuttheyare internallyconcentratingonthe picture.anotherissueisthataKitKat isn'thealthyanditsquiterichwith sugarandfatbuttheygetaroundthat bysayingtohaveitwhileyourona breaktoenjoyyourselfandnotto haveitinbigconsumptions. LegalandEthicalIssues
Onelegalissuewiththead isthatitsfalselyadvertising KitKatlikeamobilephone withthewordingofthead butIwouldthinkmost viewerswouldunderstand itsajokeandnottakeit seriously. LegalandEthicalIssues
TheASA(AdvertisingStandards Authority)isaukorganisationthat regulatesadverts,marketingand promotionsdealingwithcomplaints andseeingiftheycomplywiththeir advertisingstandardscodesanddeal withthemaccordingly.Thiscouldbe frommisleadingtheviewerorlying abouttheproduct. TheyhadnocomplaintsabouttheKit KatAndroidcampaign. LegalandEthicalIssues

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JWT Kitkat presentation