CHALLENGE

Reimagining CAPTCHA for Enhanced User Experience

INSIGHT

KitKat, owned by Nestle, identified a common frustration among online users with CAPTCHA forms, a security feature requiring users to decipher distorted words to prove their human identity. Recognizing the need for a more engaging and enjoyable alternative, KitKat aimed to provide a solution that aligned with their brand ethos of "Have a Break" and allowed users to interact with their product in a unique way.

SOLUTION

To address the challenge, KitKat collaborated with PlayCaptcha, an advertising firm specializing in interactive ad formats. Working in partnership with JWT London, KitKat introduced an innovative solution called "KitKat Play CAPTCHA." This alternative to traditional CAPTCHAs allowed users to replace the task of guessing distorted characters with a more enjoyable and engaging experience. Users could swipe along KitKat foil using either a touch screen or a mouse, aligning with KitKat's brand identity of providing breaks and moments of enjoyment. By incorporating this innovative approach, KitKat transformed a frustrating online security measure into an entertaining interaction that resonated well with their audience.