- JWT is a global advertising agency founded in 1864 that now has over 200 offices in 90 countries. - The agency partnered with Nestle and Android to create an advertising campaign promoting Android's new KitKat operating system and KitKat chocolate bars. - Through various advertisements across different media, the campaign aimed to promote both Android and KitKat in a fun, colorful style that spoofed Apple's advertising approach. However, some audiences had trouble understanding the partnership.

1. JWT
KitKatandAndroid
SamYoung

2. JWTisaAdvertisementagencyfoundedin1864
byWilliamJamesCarlton.In1878itwasthen
purchasedbyJamesWalterThompsonand
renamedTheJamesWalterThompsonCompany
accordingly.Thecompanywasthenacquiredby
WPPin1987.WPPisaBritishmultinational
advertisingcompany.In2005thecompanywas
rebrandedbyshorteningthenameJWT.

3. JWTisamassiveglobaladvertisingcompanywith
over200officesin90countrieswitharound10,000
employees.WithJWThavingofficesalloverthe
worlditallowsthemtointegrateaglobaland
multilingualcampaigneasier.JWTcoversawiderange
ofcompaniesandproductsandhaveawide
experienceofprintbased,videoandsocialmedia
adverts.

4. JWTClients
JWTcoverawiderangeofclientsthattheyadvertisefor.
Theyadvertiseforsuchcompaniesandproductssuchas,
Shell,Nestle,MrKipling,Rowntree’s,Debenhams,First
Direct,Kencoandmanymorebignames.

5. JWTisrankedamongsomeofthetopagenciesintheworldand
continuestobedominantwiththeiradvertisementandtheirglobal
campaigns.WithJWT’smainheadquartersbeinglocatedinNewYork
thenearestandlocalcompetitorsareBBDO.BBDOareaglobal
advertisementcompanylikeJWTbutaremoreexperiencedinvideo
andTVadverts.LeoBurnettisanotherbigglobadvertisingagencylike
JWT.LeoBurnetthaveofficesinEurope,America,Asia,Africaand
evenAustralia.LeoBurnetthaveworkedwithSamsung,McDonald's,
Fiatandmanymore.

6. AndroidteamedupwithNestle
andKitKattopromotetheirnew
operatingsystemnamedafterKit
Kat.Theadvertisingcampaignwas
internationalanddonebyJWT
throughoutthereglobaloffices
andlocations.Thepurposeofthe
campaignwastoadvertise
Androidsnewoperatingsystem
namedafterKitKat,aswellas
advertisethechocolatebaritself.
KitKatandAndroidPurpose

7. Thewholeadvertisingcampaign
evolvedaroundpromotingKitKat
likeabrandnewmobiledevice
throughwithimagery,wording,social
mediaandvideoadvertisement.The
genreforthecampaignishardto
definewithitadvertisingtwoareas
chocolateandtechnology.Iwould
saythatthecampaignfitsintoboth
oftheseareaswiththecampaign
concentratingonadvertisingboth
products.
KitKatandAndroid
Genre

8. Theadvertisementisvery
bright,colourful,simpleandis
veryclearlyadvertingKit
Kat.Theadvertalsodoesn't
clearlyshowthatitsadvertising
thepartnershipwithKitKatand
Android.Thewordingalsoon
theadvertadvertisestheKitKat
likeamobiledevicebutfrom
theaudienceresearchnoone
seemedtogetit.
KitKatandAndroid
Theforumofthisadvertappearedmostlyonlineandinvariousmagazinesand
newspapers.Butthecampaignalsohadavideotogowiththecampaignadvertising
aKitKatlikeamobiledevice,theadvertseemedtobeaslightspoofofApple
adverts.

9. TheadsshowandadvertiseKitKatlikeamobiledevice,withusingofimagesand
wordingonlyreallyusedwhenadvertisingamobiledevice.Thevideoadvert
especiallyshowstheinclusionofandroidonthewrapperforKitKataswellasa
“searchAndroidKitKat”underneath.
ThemeaningoftheadvertsistoadvertiseAndroidsnewoperatingsystemcalled
KitKatwiththetwocompaniespromotingittogether.Thevideoadvertisementis
aspoofofandslightdigatoneofAndroidscompetitorsAppleandhowthey
advertiseandpromotetheirproducts.
TheadvertswheremadetosupportAndroidsnewoperatingsystemKitKat.
PreviousoperatingsystemshavebeennamedafterdesertsalphabeticallyandKit
Katisthefirstbrandednametheyhaveused.WithJWTbeingKitKatsglobal
creativepartnertheysetaboutmakingaseriesoflocalandglobalcampaignsto
advertiseKitKatandthenewAndroidoperatingsystem.JWTcreatedwork
acrosssocial,mobile,TV,ambient,retailactivationandexperientialaswellasa
websiteservingasthecampaignsdigitalhub.AcrosstheseareasJWTdesigned
over50millionspeciallybrandedKitKatbarsfeaturingcompetitionstowin
Androiddevices,thepacksalsofeaturedthewebsiteforconsumerstocheckout.
KitKatandAndroid
Content

10. Thelookoftheadvertisementisverysimplewithbrightcoloursandlittle
wordingandasingularimageoftheproduct.Theadvertisementisvery
similartothewayAppleadvertisetheirproducts,thismakesitveryeasyfor
theviewertorecognisethewaytheKitKatisadvertiseandassociateit
withamobiledevice.ItisalsoaslightdigfromAndroidsinceAppleisone
oftheirbigcompetitors
KitKatandAndroid
Style

11. WithKitKatbeingawellknowproductIwouldsaythecampaignis
tryingmoretopromoteandadvertisetheandroidoperatingsystem
toandroidusers.SoIwouldsaythemajoritytargetaudienceis
focusedonandroidusers,informingthemonanewoperatingsystem.
ThecampaignstillbenefitsformadvertisingandpromotingKitKat
butIfeelthecampaignbenefitsmorewiththeandroidusersthan
gettingnewpeopletobuyKitKats.Theadvertsmanlyfocusingon
thenewoperatingsystemandthatthetwocompanieshave
partneredtogether.
TargetAudience

12. Throughouttheaudienceresearchit
wasclearthattheaudiencegota
graspoftheproductandknewofit
andhadtrieditbefore,butnoneof
themunderstoodthewritingin
relationtotheproduct.Theresnoreal
informationontheadaboutAndroid
andKitKat,theaudiencereallyhasto
searchfurthertounderstandthead
Audience

13. Audience

14. TheadvertisingcampaignismanlytopromoteAndroidsoperation
systemsinceKitKatisalreadyawellknownproduct.Themaintarget
audienceisteensandyoungadultsbecausetheyarethemostlikelyto
buyanewphoneandorswaptoAndroid.Alsothewaytheadvertis
wordedmakesitaloteasierforateenagerandyoungadultsto
understandduetotheamountoftimetheyspendandfamiliaritywith
theirmobilephones.
Audience

15. AudienceResponse
Theresponsefrommanynewswebsitesisthatthevideoadvertisement
isandroidandKitKatmakingaspoofandtakingaslightdigattheway
Appleadvertisetheirproducts.Withonelineinthevideobeing‘There’sa
KITKATforthat’whichisverysimilarto‘There’sanappforthat’,aslogan
applewhereusingtopromoteappsontheiPhone.Theyalsounderstood
thepartnershipbetweenKitKatandAndroidandthenewoperatingsystem.

16. Theoverallissueoftheadisthatit
doesn'tclearlyadvertisethe
partnershipwithAndroidandKitKat
thatitstryingtodoitkindofhintsto
itbutdoesn'tspecify.Thewritingkind
ofconfusestheaudiencebuttheyare
internallyconcentratingonthe
picture.anotherissueisthataKitKat
isn'thealthyanditsquiterichwith
sugarandfatbuttheygetaroundthat
bysayingtohaveitwhileyourona
breaktoenjoyyourselfandnotto
haveitinbigconsumptions.
LegalandEthicalIssues

17. Onelegalissuewiththead
isthatitsfalselyadvertising
KitKatlikeamobilephone
withthewordingofthead
butIwouldthinkmost
viewerswouldunderstand
itsajokeandnottakeit
seriously.
LegalandEthicalIssues

18. TheASA(AdvertisingStandards
Authority)isaukorganisationthat
regulatesadverts,marketingand
promotionsdealingwithcomplaints
andseeingiftheycomplywiththeir
advertisingstandardscodesanddeal
withthemaccordingly.Thiscouldbe
frommisleadingtheviewerorlying
abouttheproduct.
TheyhadnocomplaintsabouttheKit
KatAndroidcampaign.
LegalandEthicalIssues