KitKat, the renowned confectionery brand, is inviting Australians to embrace the growing trend of going entirely phone-free during their daily commute. This trend, aptly named ‘rawdogging’, has rapidly permeated everyday culture, with evidence of its popularity evident in the over 45 million posts on the social media platform, TikTok.
In a bid to encourage individuals to take a break from their phones, KitKat has introduced the ‘Rawdog your Commute’ Challenge. This initiative involves a game that challenges commuters to see the length of time they can go without using their phones. Participants stand a chance to win one of 10 Unyoked 2-night weekend getaway e-gift cards, valued up to $626, which can be used anywhere in Australia. The longer the phone-free period, the higher the probability of winning.
To participate in the game, individuals can scan a QR code on billboards positioned near commuting locations. Alternatively, they can visit the campaign’s website to start a timer that tracks the duration they can abstain from using their phone.
The launch of this campaign is timely as recent research commissioned by KitKat reveals that a significant 84% of Australians desire a break from their mobile devices. Additionally, 23% of respondents expressed that being phone-free would make their commute more enjoyable. Among those who have inadvertently been without their phones, 40% reported feeling happier, liberated, relieved, and more present.
Shannon Wright, Nestlé Oceania’s Head of Marketing for Confectionery, commented on the campaign, stating, “KitKat has always been about aiding Australians in taking better breaks. However, disconnecting has become increasingly challenging in today’s digital age. This is why we’re encouraging commuters to rawdog their commutes via our new Phone Break game. We aim to make it achievable by rewarding those small, everyday moments that are transformed into a proper break.”
KitKat asserts that this campaign is a contemporary take on its longstanding efforts to promote healthier breaks. It taps into the burgeoning consumer interest in digital well-being.
What is the aim of the KitKat ‘Rawdog your Commute’ Challenge?
The challenge aims to encourage commuters to take a break from their phones during their daily journeys, making their commute more enjoyable and relaxing.
How can one participate in the ‘Rawdog your Commute’ Challenge?
Participants can join the challenge by scanning a QR code on billboards near commuting locations or by visiting the campaign’s website.
What are the rewards for the challenge?
Participants stand a chance to win one of 10 Unyoked 2-night weekend getaway e-gift cards, valued up to $626, to be used anywhere in Australia. The longer one goes without using their phone, the higher the probability of winning.
