January 31, 2013

Kit Kat’s ‘No WiFi Zone’

Posted by: in Things To Watch

With consumers connected to multiple digital devices wherever they go, more are seeking to log off, at least temporarily. In line with this trend, which we dubbed De-Teching back in 2010, Kit Kat launched Wi-Fi-free zones in Amsterdam to help people “have a break,” as the brand’s tagline goes in part. Created in collaboration with JWT, the initiative went against the grain of proliferating public Wi-Fi by blocking Internet access within a 5-meter radius. The aim, as the brand explains, was to help urbanites “escape e-mails, updates, tags or likes. Instead, they could enjoy a good old newspaper or a hardcover book. Some even had a real conversation. Whilst eating a Kit Kat of course.” Watch for more marketers to offer creative ways for people to disconnect. —Will Palley

Image credit: Kit Kat

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