Kit Kat is always looking for ideas that break with the ordinary. Ideas that are PR worthy.

Like a Free No-WiFi Zone. A big sign with a bench equipped with a WiFi jammer that blocks all signals in a 5 meter radius. Thanks to the jammer, we actually gave people a break from internet. Just a few pictures of the sign we’re enough to generate a lot of PR attention. We seeded the campaign to some of the most influential websites and within days the Free No-WiFi Zone went viral. But lot’s of hits and likes are not the reason we think this campaign is appropriate to the PR category. The Free No-WiFi Zone got the right kind of PR we we’re looking for. The idea started a buzz about the need for inner-city places where we can disconnect from our over-connected lives. It helped people realizing that the world is actually becoming a WiFi zone and that we should do something about our manic urge to be connected wherever we go.

The execution was quite simple. First we developed the design and produced the sign. Which didn't cost more than 7000 euro’s. We ordered the WiFi jammer online and placed it in the sign. Then we hit the streets of Amsterdam and placed the sign on 5 hotspots we selected beforehand. Instead of seeding the campaign to as many websites as possible, we send a press release to the sites which are used as a source by many others: Creativity Online, Ads of the World, Amsterdam Ad Blog and PSFK magazine. The campaign ran according to plan and didn't need any adaptation.

Our stunt/promotion was small-scale. We placed the sign in just a couple of locations in Amsterdam. But the response was overwhelming. The Free No-WiFi Zone, ironically, took off online. The campaign spread widely through various influancial blogs. Based on the social shares generated out of these blogs the campaign gained over 800,000 qualitative impressions and shares on Twitter and Facebook alone. People didn’t just like the Free No-WiFi Zone. It started conversation about the need and desire for places where we can disconnect from our hyper-connected lives.