SINGAPORE. Nestlé International Travel Retail (NITR) has launched a KitKat and Formula 1 activation in Singapore Changi Airport Terminal 2 with FNA Group International.
The activation combines interactive experiences, retail theatre, product personalisation and Changi-exclusive packaging.
The KitKat Break Zone Singapore marks the Asia Pacific debut of the brand’s Formula 1 racing simulator and engraving service, following activations in Europe. It also features Changi-exclusive KitKat Chunky sleeves with a Singapore-inspired design.
The animation brings NITR’s A.C.T. category strategy (Attract, Convert, Thrive) to life by building footfall, encouraging engagement and converting interest into purchase.
A Formula 1 race car simulator is the centrepiece of the pop-up. A Reaction Wall Challenge offers a further gamification element and invites travellers to touch illuminated targets to test their reflexes.
Travellers who purchase a KitKat Car Tin can use the dedicated engraving service to customise their purchase.
On 12 September, selected Changi Rewards Platinum and Gold members and their guests enjoyed a guided experience through the KitKat Break Zone. Visitors were able explore the retail offer, take photographs and discover the wider activation.
Changi Rewards Members were also offered purchase-linked rewards, including KitKat Formula 1 merchandise.
An official opening and ribbon-cutting ceremony followed on 14 September. This was attended by representatives from NITR, FNA Group International and Changi Airport Group.
FNA Group International Deputy Group CEO Pamela Loo-Song said, “We are delighted to partner with Nestlé International Travel Retail and Changi Airport Group to bring the KitKat and Formula 1 partnership to life in such an engaging way.
“By combining interactive experiences with personalisation and Changi-exclusive products, the activation creates multiple opportunities for travellers to engage with the brand while delivering an exciting and differentiated confectionery retail experience.”
Changi Airport Group Managing Director Airside Concessions Hung Jean said, “With Formula 1 night race excitement building across Singapore, Changi Airport is pleased to welcome travellers from around the world with an experience that amplifies the energy of race season.
“As the first airport in Asia Pacific to host these KitKat Formula 1 experiences, travellers can look forward to a series of unique activations. An immersive racing simulator housed within a life-sized Formula 1 car has been unveiled exclusively at Changi Airport, marking the world-first launch of this unique format.”
She added: “Complementing this are Changi-exclusive touches such as personalised engraved KitKat Car Tins and Singapore-inspired packaging created specially for our airport. These experiences not only celebrate the spirit of Formula 1, but also give visitors a memorable keepsake of their time in Singapore and at Changi.”
NITR General Manager Frédéric Porchet said, “The KitKat and Formula 1 partnership is a powerful platform to bring new energy and excitement to confectionery in travel retail through relevant and engaging experiences.
“Singapore Changi Airport provides an ideal environment to bring that partnership to life through a highly visible and engaging activation. By combining the strength of KitKat with the excitement of Formula 1, interactive retail theatre, personalisation and exclusive products, we can encourage travellers to stop, engage with the category and, of course, have a break.” ✈
