JWT

KitK

at and Android

Sam Young

JWT

is a Advertisem

ent agency founded in 1864 by W

illiam Jam

es Carlton. In 1878 it w

as then purchased by Jam

es Walter T

hompson and

renamed T

he James W

alter Thom

pson Com

pany accordingly. T

he company w

as then acquired by W

PP in 1987.WPP is a British m

ultinational advertising com

pany. In 2005 the company w

as rebranded by shortening the nam

e JWT.

JWT

is a massive global advertising com

pany with

over 200 offices in 90 countries with around 10,000

employees.W

ith JWT

having offices all over the w

orld it allows them

to integrate a global and m

ultilingual campaign easier. JW

T covers a w

ide range of com

panies and products and have a wide

experience of print based, video and social media

adverts.

JWT

Clients

JWT

cover a wide range of clients that they advertise for.

They advertise for such com

panies and products such as, Shell, N

estle, Mr K

ipling, Row

ntree’s, Debenham

s, First D

irect, Kenco and m

any more big nam

es.

JWT

is ranked among som

e of the top agencies in the world and

continues to be dominant w

ith their advertisement and their global

campaigns.W

ith JWT

’s main headquarters being located in N

ewYork

the nearest and local competitors are BBD

O. BBD

O are a global

advertisement com

pany like JWT

but are more experienced in video

and TV

adverts. Leo Burnett is another big glob advertising agency like JW

T. Leo Burnett have offices in Europe, Am

erica, Asia, A

frica and even A

ustralia. Leo Burnett have worked w

ith Samsung, M

c Donald's,

Fiat and many m

ore.

Android team

ed up with N

estle and K

it Kat to prom

ote their new

operating system nam

ed after Kit

Kat. T

he advertising campaign w

as international and done by JW

T

throughout there global offices and locations. T

he purpose of the cam

paign was to advertise

Androids new

operating system

named after K

it Kat, as w

ell as advertise the chocolate bar itself.

Kit K

at and Android Purpose

The w

hole advertising campaign

evolved around promoting K

it Kat

like a brand new m

obile device through w

ith imagery, w

ording, social m

edia and video advertisement. T

he genre for the cam

paign is hard to define w

ith it advertising two areas

chocolate and technology. I would

say that the campaign fits into both

of these areas with the cam

paign concentrating on advertising both products.

Kit K

at and Android

Genre

The advertisem

ent is very bright, colourful, sim

ple and is very clearly adverting K

it K

at.The advert also doesn't

clearly show that its advertising

the partnership with K

it Kat and

Android.T

he wording also on

the advert advertises the Kit K

at like a m

obile device but from

the audience research no one seem

ed to get it.

Kit K

at and Android

The forum

of this advert appeared mostly online and in various m

agazines and new

spapers. But the campaign also had a video to go w

ith the campaign advertising

a Kit K

at like a mobile device, the advert seem

ed to be a slight spoof of Apple

adverts.

The ads show

and advertise Kit K

at like a mobile device, w

ith using of images and

wording only really used w

hen advertising a mobile device. T

he video advert especially show

s the inclusion of android on the wrapper for K

it Kat as w

ell as a “search A

ndroid Kit K

at” underneath. T

he meaning of the adverts is to advertise A

ndroids new operating system

called K

it Kat w

ith the two com

panies promoting it together. T

he video advertisement is

a spoof of and slight dig at one of Androids com

petitors Apple and how

they advertise and prom

ote their products.T

he adverts where m

ade to support Androids new

operating system K

it Kat.

Previous operating systems have been nam

ed after deserts alphabetically and Kit

Kat is the first branded nam

e they have used. With JW

T being K

it Kats global

creative partner they set about making a series of local and global cam

paigns to advertise K

it Kat and the new

Android operating system

. JWT

created work

across social, mobile, T

V, ambient, retail activation and experiential as w

ell as a w

ebsite serving as the campaigns digital hub. A

cross these areas JWT

designed over 50 m

illion specially branded Kit K

at bars featuring competitions to w

in A

ndroid devices, the packs also featured the website for consum

ers to check out.

Kit K

at and Android

Content

The look of the advertisem

ent is very simple w

ith bright colours and little w

ording and a singular image of the product. T

he advertisement is very

similar to the w

ay Apple advertise their products, this m

akes it very easy for the view

er to recognise the way the K

it Kat is advertise and associate it

with a m

obile device. It is also a slight dig from A

ndroid since Apple is one

of their big competitors

Kit K

at and Android

Style

With K

it Kat being a w

ell know product I w

ould say the campaign is

trying more to prom

ote and advertise the android operating system

to android users. So I would say the m

ajority target audience is focused on android users, inform

ing them on a new

operating system.

The cam

paign still benefits form advertising and prom

oting Kit K

at but I feel the cam

paign benefits more w

ith the android users than getting new

people to buy Kit K

ats. The adverts m

anly focusing on the new

operating system and that the tw

o companies have

partnered together.

Target Audience

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 A

ndroid and K

it Kat, the audience really has to

search further to understand the ad

Audience

Audience

The advertising cam

paign is manly to prom

ote Androids operation

system since K

it Kat is already a w

ell known product. T

he main target

audience is teens and young adults because they are the most likely to

buy a new phone and or sw

ap to Android. A

lso the way the advert is

worded m

akes it a lot easier for a teenager and young adults to understand due to the am

ount of time they spend and fam

iliarity with

their mobile phones.

Audience

Audience R

esponseT

he response from m

any news w

ebsites is that the video advertisement

is android and Kit K

at making a spoof and taking a slight dig at the w

ay A

pple advertise their products. With one line in the video being ‘T

here’s a K

ITK

AT for that’ w

hich is very similar to ‘T

here’s an app for that’, a slogan apple w

here using to promote apps on the iPhone. T

hey also understood the partnership betw

een Kit K

at and Android and the new

operating system.

The overall issue of the ad is that it

doesn't clearly advertise the partnership w

ith Android and K

it Kat

that its trying to do it kind of hints to it but doesn't specify.T

he writing kind

of confuses the audience but they are internally concentrating on the picture. another issue is that a K

it Kat

isn't healthy and its quite rich with

sugar and fat but they get around that by saying to have it w

hile your on a break to enjoy yourself and not to have it in big consum

ptions.

Legal and Ethical Issues

One legal issue w

ith the ad is that its falsely advertising K

it Kat like a m

obile phone w

ith the wording of the ad

but I would think m

ost view

ers would understand

its a joke and not take it seriously.

Legal and Ethical Issues

The A

SA (A

dvertising Standards A

uthority) is a uk organisation that regulates adverts, m

arketing and prom

otions dealing with com

plaints and seeing if they com

ply with their

advertising standards codes and deal w

ith them accordingly.T

his could be from

misleading the view

er or lying about the product.

They had no com

plaints about the Kit

Kat A

ndroid campaign.

Legal and Ethical Issues