A non-commercial work for KitKat.
Brief: Create an integrated campaign for KitKat
Insight: Hardworking Singaporeans are increasingly skipping their lunchbreaks mainly because they have no companion to go out with.
Big Idea: Breaks are best spent with a friend
A troubling sign of the high pressure being placed upon Singaporeans today is that only one-in-five employees or students take an actual lunch break. Of those who skip their lunch breaks, 48% claim that they did so because they have nobody to keep them company. People are not fond of having their lunch breaks alone, and dislike the idea of coming across as desperate when asking everybody out for lunch.
Kit Kat Break Time Buddy is an integrated campaign, which aims to strengthen the brand’s position in the market and make it the ultimate personal choice for consumers. It is a campaign to motivate workers in Singapore to look at lunch breaks as an essential time in the day through the introduction of a mobile application that advocates this vision. Expectantly, the campaign will encourage young adult Singaporeans to adopt the positive habit of taking proper lunch breaks whenever possible to avoid cases of overworking, at the same time encouraging the sustenance of friendships and a healthy, balanced work life.