Nestlé International Travel Retail (NITR) has brought the excitement of the KitKat and Formula 1® partnership to travellers at Singapore Changi Airport through a high-impact activation combining immersive brand experiences, personalisation and travel retail-exclusive products.
Located in Terminal 2, the KitKat Break Zone Singapore invites travellers to engage with the partnership through a Formula 1® racing simulator, reaction challenge, personalised engraving and product discovery, creating an immersive experience designed to drive footfall, engagement and conversion.
The activation also introduces a number of firsts and exclusive elements for Singapore Changi Airport. The Formula 1® racing simulator and KitKat personalisation experience make their Asia Pacific debut at Changi, following successful activations in Europe, while specially designed KitKat Chunky sleeves featuring a Singapore-inspired design are exclusive to Changi Airport.
The activation was launched with two dedicated events in September. On 12 September, selected Platinum and Gold Changi Rewards members took part in an exclusive guided experience, followed on 14 September by an official opening and ribbon-cutting ceremony attended by representatives from NITR, FNA and Changi Airport.
At the heart of the activation is a Formula 1® race car and simulator, creating a high-energy focal point designed to attract travellers and encourage interaction with the KitKat brand.
Travellers can put their racing skills to the test behind the wheel of the simulator, while a Reaction Wall Challenge introduces a further interactive element, inviting shoppers to test their speed and reflexes by responding to illuminated targets.
Together, the experiences bring the excitement of Formula 1® into the airport environment, creating retail theatre and encouraging travellers to spend more time exploring the wider Confectionery offer. The activation represents the ultimate demonstration of NITR’s ACT category strategy in action – Attract, Convert, Thrive: it has been explicitly developed around a customer journey designed to attract shoppers into the space, engage them through interactive experiences and ultimately drive conversion. Personalisation is another key element of the activation. Travellers purchasing the KitKat Car Tin can take advantage of a dedicated engraving service, making its Asia Pacific debut at Changi and transforming the product into a personalised collectible and distinctive gifting opportunity or souvenir of their journey.
Ahead of the official opening, selected Changi Rewards Platinum and Gold members were invited to experience the activation during a dedicated event on 12 September.
Members and their guests followed a guided journey through three interactive zones encompassing the Formula 1® Race Car Simulator, personalised KitKat engraving station and Reaction Wall Challenge. Following the guided experience, guests had time to explore the retail offer, take photographs and discover the wider activation.
Changi Rewards members were also offered a series of exclusive purchase-linked rewards during the event, including KitKat Formula 1® merchandise, while members purchasing the KitKat Car Tin could personalise their purchase with custom engraving.
The activation was then officially opened on 14 September with a ribbon-cutting ceremony attended by representatives from NITR, FNA and Changi Airport.
