How KitKat & Decathlon Shared a Common Message During the Global Cypher Outage?
Recently, a massive global tech outage caused by a software update went wrong. It stopped computers, grounded airplanes, and closed banks all over the world. Many people couldn’t use their devices or go online. But while most were frustrated, two brands, KitKat and Decathlon, saw an opportunity. They used clever billboards to share a simple, positive message: Take a break and enjoy the world around you.
What Happened During the Outage?
- Millions of computers around the world showed the dreaded “blue screen of death.”
- Important services like airlines, banks, and schools were hit hard.
- People suddenly had a lot of unexpected free time because their screens didn’t work.
How Did KitKat Respond?
KitKat is famous for the slogan: “Have a Break, Have a KitKat.” During the outage, they made a billboard that was both simple and smart:
- The billboard showed only the words “Have a” in white letters on a red background.
- There was a blinking cursor, as if the person writing the ad himself took a break, just like the slogan suggests.
- Even without finishing the sentence, most people knew it was KitKat and understood the message: now is the perfect time to “have a break”.
Key Facts
- KitKat’s slogan has been used for over 66 years.
- In a survey, more than half of people recognized the brand and got the message, even though the billboard didn’t say the full slogan.
- The ad was displayed at busy places like London’s O2 Arena.
How Did Decathlon Respond?
Decathlon is a brand that sells outdoor sports and adventure gear. Their billboard used humor and the global situation to inspire people:
- The ad looked like a Windows error screen, something everyone saw during the outage.
- It had a happy face instead of a sad one and said: “Outage? Get outside.”
- Decathlon also announced a 50% off sale on outdoor goods, encouraging people to enjoy nature instead of staring at broken screens.
Key Facts
- The ad was shown on big digital billboards in places like Canada.
- The message was clear and fun: if your computer doesn’t work, go outside and play.
- The QR code on the ad sent people to Decathlon’s website for more details.
What Was the Common Message?
Both brands used the outage to tell people:
- Take a break from screens.
- Enjoy the world around you whether it’s having a snack or going outside to play.
Sometimes, when technology fails, it’s a chance to do something different and fun.
Why Were These Billboards So Effective?
- Simplicity: Both ads used very few words and strong brand colors, making them easy to understand in just seconds.
- Humor: They made people smile during a stressful time.
- Brand Power: KitKat and Decathlon both used ideas they are known for, taking a break and enjoying the outdoors.
- Quick Reaction: Both brands acted fast, putting up their ads right after the outage started.
- Recognition: Over 93% of people recognized the brands from the ads.
What Can We Learn From This?
- Good advertising doesn’t need lots of words.
- When something big happens in the world, brands can use it to share positive messages.
- Take a break whether with chocolate or outdoor fun; it’s important, especially when things go wrong.
Conclusion
The global outage was a tough time for many. But KitKat and Decathlon turned it into a moment to remind everyone of the joy in simple things. Their billboards showed that sometimes, the best thing to do is to step away from the screen, take a break, and enjoy life. Want to launch such contextual outdoor advertising campaigns for your brand? Connect with Vigyapan Mart today.
