The concept of a “pop out chair” was developed, and with strategic placement around music and movie events, our idea engaged people in a way that was both intriguing and promoted the brand idea. Consumers could walk up to a poster, pop out the various components and quickly assemble a plywood chair to be used at the event. As our actual poster remained in place, it showed that people had chosen to have a break with Kit Kat, while the same brand message was also taken wherever the branded chair went.

Our activation teams at gigs were swamped and our street posters disappeared within hours, some within minutes. People called the client in a bid to find out where the ‘posters’ would be going up next and asked if they could buy them. Several even appeared on online auctions sites.