KITKAT EL GRAN BREAK ECUADOR

For its latest campaign, KitKat Ecuador, together with Publicis Groupe, launched “El Gran Break”, a phygital experience that merged BTL activation with a digital challenge inspired by the world of Formula 1.

The idea invited people to take a break like never before by stepping into the role of a racing driver. Through a branded physical setup that simulated the interior of a race car, participants recorded their own high-energy videos as if they were competing on track. The experience was designed to be mobile-first and seamlessly connected to TikTok, where users could easily upload their content using the campaign’s official audio.

That audio became a key asset: the narration was delivered by none other than the official voice of ESPN’s Formula 1 broadcast, bringing authenticity, intensity, and real racing atmosphere to every single video. This detail elevated the experience from a simple simulation to something that felt genuinely connected to the sport.

“El Gran Break” quickly became a participatory wave. More than 2,000 people joined the challenge, creating and sharing their own race-inspired content and turning the activation into a strong user-generated movement across TikTok.

The campaign culminated by taking two participants to the Formula 1 Grand Prix in Mexico with KitKat bridging the gap between the simulated race and the real motorsport stage.

By combining physical immersion, digital amplification, and cultural relevance, “El Gran Break” transformed a break into a competitive, shareable, and unforgettable experience.