KitKat made use of a common sight around Prague to keep its product at the top of people’s minds.
Billboards in Prague frequently display a pattern of black, white and grey squares when not occupied by an advert. VML Chechia capitalised on this blank space by turning them into a chance to win a prize.
Promoted by influencers and social media ads, the campaign encouraged people to scan the vacant billboards (or billboards taking a break) with their phones for a chance to win one of 100 ‘mega KitKat packages’, which included KitKat products as well as limited-edition merchandise.
VML creative director Jake Barrow said that the campaign ‘changed the meaning’ of these unused spaces and that ‘even after the campaign, people will continue to notice them’ and be reminded of KitKat.*
*This comment was machine translated from Czech.