Agency head: Sunni Boot, president and CEO

Number of employees: 100

Notable clients: Canada Post, CIBC, General Mills, Wal-Mart, L’Oréal, Nestlé, Pizza Hut

CASE STUDY: KIT KAT
ZO makes Peanut Butter bar sticky with youth

The goal
ZenithOptimedia wanted to create awareness and trial of the new KIT KAT Peanut Butter bar among young males.

The strategy
The media shop planned a non-traditional campaign. It selected the alt-daily Dose to form the basis of a multi-media campaign around the relevant touchpoints of games, music and technology.

The execution
Through ads in Dose, consumers were encouraged to buy a KIT KAT Peanut Butter bar and enter its UPC code online or via a short code for immediate access to free games, graphics or ring tones for their mobile phones or PCs. This set up an association between KIT KAT Peanut Butter bars and pertinent free stuff.
The program hinged on the ability to quickly deliver the games, graphics and music to as many consumers as possible. Dose successfully united all five national wireless carriers to offer content downloads directly via SMS, enabling easy participation via all carriers.

The results
The Nestlé KIT KAT team and its consumers fully embraced the program. Fresh online and mobile content resulted in multiple entries from 60% of participants. Specially designed ads delivered over five million targeted print impressions and over 3.5 million interactive media impressions. With the promotion just completed, initial sales data for the KIT KAT Peanut Butter bar look promising.