Free WiFi is available everywhere. It’s available in bars, restaurants, trains, tubes, airports, supermarkets and even at Mount Everest – here in the digital team we do not see this as a bad thing. However, it does mean that people are constantly online.
Kit Kat saw this as an opportunity to give people a break. Instead of offering Free WiFi like every other brand, they created a Free No-WiFi Zone.
A big sign with a small WiFi jammer that blocked all the signals within a five-meter radius. So people could escape e-mails, updates, tags and even likes. Encouraging people to read a good old newspaper, a real book or have a genuine conversation. Whilst eating a Kit Kat.
Their stunt started a conversation about the need for places where people can disconnect, which was just the sort of attention they were looking for.
Do you think there is a need for places where people can disconnect? We would love to hear your thoughts.