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.
Bringing Formula 1® to travel retail
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.
Exclusive experiences for Changi travellers
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.
