Here’s something we haven’t seen before: adverts that transform
into chairs, no tools required! Thrown up around a handful of Gen-Yer
haunts in New Zealand recently, these flat-pack plywood
posters, each a DIY project in waiting, are the latest gimmick experimental ad campaign from Kit Kat — like a grown-up version of a cereal-box toy.
Except more useful. They can be assembled in a few minutes by pulling off the poster’s six wood pieces then slotting them together.
Voila! A lawn chair. Or a fresh addendum to the living room. Though the
Kit Kat logo splayed across the seat back pretty much guarantees that
only broke-ass college students will want anything to do with them.
obviously the target, any way. JWT New Zealand,
which orchestrated the whole thing, explains the campaign: “In the Kiwi
summer of 2010, large crowds gathered at outdoor events and concerts.
But how could we capture the imagination of this captive audience, give
them a break from the ordinary and bring the iconic Kit Kat brand to
life?” Furniture, duh!
So free furniture
must be the new 30-second TV spot or something. The Minnesota-based
design company Blu Dot embarked on a similar
marketing offensive last year, when it planted comp GPS-enabled
chairs around Manhattan, then tracked where they ended up. They got loads of press for it.
Kit Kat, apparently, has too,
even though the chairs are a limited run, and there aren’t any plans to
produce more, as JWT New Zealand Managing Director Simon Fitch tells us.