Posted by IAB Australia On February 17, 2009 Research & Resources


December – February 2009 winner: Chunga
Client: Nestle KIT KAT
Creative Agency: RMG Connect Worldwide + JWT
Media Agency: Zenith Optimedia
Campaign type: Banners, microsite, podcast, rich media
Industry: FMCG

Campaign Information
The launch of Kit Kat Chunky Cookies and Cream was the first all-digital campaign run by a Nestle brand. The campaign centred around a new sport – “Chunga”. Teenage boys were encouraged to ‘Break the Boredom’ using Kit Kat Chunky. A five-part mockumentary called ‘Chunga-Struck’ became the centrepiece of the campaign, providing a back story to this curious sport. The films recruited consumers for The Chunga Championship – a web based game where one could compete against their friends, other players in real-time and Hans Fagerlund – the games’ greatest player (created by the brand) who was given his own presence on social media and gaming sites.
The campaign results were impressive with 58% of all Aussie teen boys online engaged with Hans; a total of 44,000 Chunga game plays and an average playing time of seven minutes.

Judge’s Comment
‘Chungering’ comes to life with a carefully selected character and a well thought out content schedule in the right channels. Gameplay stats speak for themselves. Nice work.



IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.