JWTKitKat and Android

Sam Young

Friday, 12 June 15

JWT is a Advertisement agency founded in 1864 by William James Carlton. In 1878 it was then purchased by James Walter Thompson and renamed The James Walter Thompson Company accordingly. The company was then acquired by WPP in 1987.WPP is a British multinational advertising company. In 2005 the company was rebranded by shortening the name JWT.

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JWT is a massive global advertising company with over 200 offices in 90 countries with around 10,000 employees.With JWT having offices all over the world it allows them to integrate a global and multilingual campaign easier. JWT covers a wide range of companies and products and have a wide experience of print based, video and social media adverts.

Friday, 12 June 15

JWT Clients

JWT cover a wide range of clients that they advertise for. They advertise for such companies and products such as, Shell, Nestle, Mr Kipling, Rowntrees, Debenhams, First Direct, Kenco and many more big names.

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JWT is ranked among some of the top agencies in the world and continues to be dominant with their advertisement and their global campaigns.With JWT’s main headquarters being located in NewYork the nearest and local competitors are BBDO. BBDO are a global advertisement company like JWT but are more experienced in video and TV adverts. Leo Burnett is another big glob advertising agency like JWT. Leo Burnett have offices in Europe, America, Asia, Africa and even Australia. Leo Burnett have worked with Samsung, Mc Donald's, Fiat and many more.

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Android teamed up with Nestle and Kit Kat to promote their new operating system named after Kit Kat. The advertising campaign was international and done by JWT throughout there global offices and locations. The purpose of the campaign was to advertise Androids new operating system named after Kit Kat, as well as advertise the chocolate bar itself.

Kit Kat and Android Purpose

Friday, 12 June 15

The whole advertising campaign evolved around promoting Kit Kat like a brand new mobile device through with imagery, wording, social media and video advertisement.The genre for the campaign is hard to define with it advertising two areas chocolate and technology. I would say that the campaign fits into both of these areas with the campaign concentrating on advertising both products.

Kit Kat and AndroidGenre

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The advertisement is very bright, colourful, simple and is very clearly adverting Kit Kat.The advert also doesn't clearly show that its advertising the partnership with Kit Kat and Android.The wording also on the advert advertises the Kit Kat like a mobile device but from the audience research no one seemed to get it.

Kit Kat and Android

The forum of this advert appeared mostly online and in various magazines and newspapers. But the campaign also had a video to go with the campaign advertising a Kit Kat like a mobile device, the advert seemed to be a slight spoof of Apple adverts.

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The ads show and advertise Kit Kat like a mobile device, with using of images and wording only really used when advertising a mobile device.The video advert especially shows the inclusion of android on the wrapper for Kit Kat as well as a “search Android Kit Kat” underneath.The meaning of the adverts is to advertise Androids new operating system called Kit Kat with the two companies promoting it together.The video advertisement is a spoof of and slight dig at one of Androids competitors Apple and how they advertise and promote their products.The adverts where made to support Androids new operating system Kit Kat. Previous operating systems have been named after deserts alphabetically and Kit Kat is the first branded name they have used.With JWT being Kit Kats global creative partner they set about making a series of local and global campaigns to advertise Kit Kat and the new Android operating system. JWT created work across social, mobile,TV, ambient, retail activation and experiential as well as a website serving as the campaigns digital hub.Across these areas JWT designed over 50 million specially branded Kit Kat bars featuring competitions to win Android devices, the packs also featured the website for consumers to check out.

Kit Kat and AndroidContent

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Production Process

BriefThe part where JWT planned how the product will be shown and what kind of emption link it will try to create from the advert with the producer, brand and the consumer.It will also look into the distribution side of things and dates and times it will be shown.

ResearchA look into similar adverts and to see what worked and what didn’t.They might look into the meaning of using the certain symbols to make sure it doesn’t offend anyone.

PlanPlan out the advert and how long it will take to take photos and how much the making process will cost.

Execution Making the advert like taking photos and actually working on the concept of the advert.

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Production Process

JWT , Android and Kit Kat agree on the advert idea

Brief is written for the advertJWT select the creative team for the advert. Copywriter and designers picked

The advert is made by JWTThe rough advert is made by JWT

Android and Kit Kat review the rough and tell JWT if any improvements are needed

JWT finalize the advert with Android and Kit Kat

The advert gets distributed into newspapers, social media, Youtube and TV

Friday, 12 June 15

The look of the advertisement is very simple with bright colours and little wording and a singular image of the product.The advertisement is very similar to the way Apple advertise their products, this makes it very easy for the viewer to recognize the way the Kit Kat is advertise and associate it with a mobile device. It is also a slight dig from Android since Apple is one of their big competitors

Kit Kat and AndroidStyle

Friday, 12 June 15

Target Audience

With Kit Kat being a well know product I would say the campaign is trying more to promote and advertise the android operating system to android users. So I would say the majority target audience is focused on android users, informing them on a new operating system. The campaign still benefits form advertising and promoting Kit Kat but I feel the campaign benefits more with the android users than getting new people to buy Kit Kats.The adverts manly focusing on the new operating system and that the two companies have partnered together.

Friday, 12 June 15

Throughout the audience research it was clear that the audience got a grasp of the product and knew of it and had tried it before, but none of them understood the writing in relation to the product.Theres no real information on the ad about Android and Kit Kat, the audience really has to search further to understand the ad

Audience

Friday, 12 June 15

Audience

Friday, 12 June 15

The advertising campaign is manly to promote Androids operation system since Kit Kat is already a well known product. The main target audience is teens and young adults because they are the most likely to buy a new phone and or swap to Android.Also the way the advert is worded makes it a lot easier for a teenager and young adults to understand due to the amount of time they spend and familiarity with their mobile phones.

Audience

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Audience Response

The response from many news websites is that the video advertisement is android and Kit Kat making a spoof and taking a slight dig at the way Apple advertise their products.With one line in the video being ‘There’s a KITKAT for that’ which is very similar to ‘There’s an app for that’, a slogan apple where using to promote apps on the iPhone.They also understood the partnership between Kit Kat and Android and the new operating system.

Friday, 12 June 15

The overall issue of the ad is that it doesn't clearly advertise the partnership with Android and Kit Kat that its trying to do it kind of hints to it but doesn't specify.The writing kind of confuses the audience but they are internally concentrating on the picture. another issue is that a Kit Kat isn't healthy and its quite rich with sugar and fat but they get around that by saying to have it while your on a break to enjoy yourself and not to have it in big consumptions.

Legal and Ethical Issues

Friday, 12 June 15

One legal issue with the ad is that its falsely advertising Kit Kat like a mobile phone with the wording of the ad but I would think most viewers would understand its a joke and not take it seriously.

Legal and Ethical Issues

Friday, 12 June 15

The ASA (Advertising Standards Authority) is a uk organisation that regulates adverts, marketing and promotions dealing with complaints and seeing if they comply with their advertising standards codes and deal with them accordingly.This could be from misleading the viewer or lying about the product.

They had no complaints about the Kit Kat Android campaign.

Legal and Ethical Issues

Friday, 12 June 15