KitKat Mudik Breakhunt
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KitKat Mudik Breakhunt *
Mudik season might be the most exciting part of Ramadan for Indonesians, but getting to your hometown or the place where you want to celebrate Eid is another story, and sometimes it’s not a good one.
The hours on the road, plane, train, is painful, not to mention the traffic jam that is almost inevitable. All these adds up and becomes things that could break the fast we have been keeping up the whole month.
To make mudik more fun, KitKat Indonesia launches Mudik Breakhunt where we invite people to fight against the boredom of long hours of mudik by getting them to play a weekly treasure hunt to win prizes.
What to hunt? Meet the monsters that will ruin your mudik journey!
Monster Buntu
When you’re stuck in a traffic jam, we know it’s annoying.
Monster Bosen
Boredom that strikes when you’re on your way to your hometown
Monster Gabut
When you don’t know what else to do while waiting to get to your destination
Monster Mati Gaya
When you finally arrive at your hometown, but now you get attacked by very invasive questions from you family
Monster Nyebelin
Waiting for so long could make anything more annoying than usual
Now we scatter the monsters on our IG feed, where everything begins.
But little did the audience know, we hid them deep…
Starting with an easy QnA
…to even hiding the monsters on a publisher’s post
To top it all of, we hid some of the monsters in one of the famous food vlogger’s post. Making all the foodies excited for the hunt!
Not only that, we collaborated with one of the biggest supermarkets in the country to hide our monsters on one of their posts.
Taking it to the next level, we go offline.. with hiding out monsters on our limited edition packaging
Week after week, Breakers submitted their found monster by creating a highlight on their IG profile
This project was both a refreshment and a hassle at the same time, as all of our social media team had to keep up with the hundreds of submission :D but it was all worth it.
Big credits to Fathiyah Faadhilah (Tia) for the awesome monster designs <3 and for designing all the compilations!