SINGAPORE. Nestlé International Travel Retail (NITR) has partnered with Lagardère Travel Retail in an eye-catching KitKat Chinese New Year activation at Singapore Changi Airport.
The Terminal 2 confectionery space features a festive twist on KitKat’s interactive VIB (Very Important Break) Lounge.
The promotion also includes a KitKat Senses Dessert Counter sampling station and KitKat floor graphics.
A centrepiece, gold-on-red ‘moon gate’ shaped feature draws attention to back-wall screen details of Chinese New Year promotional offers and festive messages. Exclusive -20% discounts on selected KitKat products, including KitKat Chunky and Share Bags, are highlighted on a hanging Chinese-style banner.
NITR said its VIB Lounge encourages customer engagement through an ‘upgrade’ button offering users a KitKat-branded lucky red envelope. It also highlights NITR’s #LiveYourBreak concept through games, music and GWP offers.
The campaign also features the KitKat London red bus display unit which, NITR said, has been successfully used in activations at airports including London Heathrow, Singapore Changi and Dubai International (DXB). The bus offers selfie photo opportunities while a digital interactive screen allows customers to play fun videos to play and/or write a personal message on the screen.
NITR General Manager Stewart Dryburgh said: “The bold branding which blends KitKat red and Chinese New Year gold allows us to really stand out in the busy airport environment. We are delighted with this activation, which enabled us to engage consumers in this key retail space in Terminal 2 at the amazing Singapore Changi Airport.
“This disruptive campaign is a great example of how NITR is increasing the profile of our No.1 brand KitKat in travel retail. It also helps to kick start what we are confident will be another successful year for Nestlé ITR, building on our ‘10 in 10’ strategy to double sales of the food and confectionery category to US$10 billion in the next ten years.”
