UNIQUE ONE agency is handling the lottery for the KitKat brand (Nestlé Polska), in which 50 PlayStation®5 consoles are up for grabs. The agency was selected to carry out the project through a tender process.
Lottery mechanics
The lottery runs under the slogan "Take a break & play". Entries for the lottery began on 3 August and will continue until 30 September 2021. To take part in the lottery, you must purchase in a single transaction, during the promotional sales period, at least one package of the promotional product (a KitKat bar with information about the lottery on the packaging), read the code inside the packaging and submit a valid entry at www.GRAJoPS5.pl. The participant immediately finds out whether they have won one of the 50 PlayStation®5 consoles.
UNIQUE ONE is responsible for adapting the globally prepared promotional packaging graphics and website for the Polish market, as well as for organising and handling the lottery.
360° campaign
The lottery is supported by a nationwide advertising campaign. Advertising activities are present online, at points of sale (POS materials) and in the trade press. Lottery communications also appeared on OOH media.
UNIQUE ONE's role
Media planning and buying is handled by the media house UM Thrive. The campaign is scheduled to start in early August and will run until the end of September.
About the agency:
UNIQUE ONE Sp. z o.o., headquartered in Warsaw, is an integrated marketing agency that has been operating on the market for more than 20 years. The UNIQUE group comprises: the integrated marketing agency UNIQUE ONE and the interactive agency UNIQUE DIGITAL. In 2018 it launched a new division, Unique Events, and in the first quarter of 2020, Unique Loyalty. UNIQUE ONE is a member of the Polish Marketing Association SMB, and Grzegorz Bonder (President of the Management Board of UNIQUE ONE) is Vice-President of PSM SMB.
Agency experience
UNIQUE ONE currently works for companies such as: GUS, Grupa Azoty, Nestlé Polska, VISA, Imperial Tobacco, FFiL Śnieżka, Velux, Canon, BIC, Play, PGNiG, Makro Cash&Carry. UNIQUE ONE was the organiser of the National Receipt Lottery on behalf of the Ministry of Finance.
Terms from the article
OOH — Out of Home / advertising outside the home. Advertising that reaches audiences outside the home, e.g. billboards, citylights, public transport media, airport advertising and large-format screens. It requires planning of location and exposure.
KitKat concludes tender: UNIQUE ONE's role in the lottery
Why it matters: It works where people already are: on the streets, at bus stops, on commuter routes. It builds local reach and brand recall without fighting for attention in an overloaded internet.
When it is used: For building awareness, local campaigns and launch support; location and exposure decide everything.
What happens if it is skipped: A purely digital campaign bypasses people beyond screens — and purchasing decisions are also made on the way to the shop.
POS — Point of Sale. A place or communication materials at the point of purchase, e.g. display stands, stands, wobblers, shelftalkers, posters and in-store screens. The goal is to influence the decision at the moment of purchase.
Why it matters: It works in the last metre before the decision: at the shelf, where the customer chooses between brands. Good display can outweigh a competitor's campaign.
When it is used: In retail: display stands, stands, promotion signage, screens at checkouts.
What happens if it is skipped: Without materials at the point of sale, all communication breaks off before the shelf — and there the one who is visible wins.
Summary
KitKat chose UNIQUE ONE agency to handle the "Take a break & play" lottery, in which 50 PlayStation®5 consoles are up for grabs. Entries run from 3 August to 30 September 2021, and participants find out immediately after registering their code whether they have won. The agency is responsible for adapting the global packaging graphics and website for the Polish market and for organising the entire venture. The campaign is supported by UM Thrive media online, in POS and OOH. UNIQUE ONE is a 20-year player on the integrated marketing market — it previously organised, among other things, the National Receipt Lottery for the Ministry of Finance.
