Passengers travelling through Singapore’s Changi airport are being treated to a dynamic pop-up courtesy of collaboration between Nestlé’s flagship KitKat brand and Formula 1 racing, reports Neill Barston.

The company’s travel retail division has continued its groundbreaking relationship with the motorsports world, which it has moved to bring to live through a piece of immersive retail theatere.

Visitors to the airport’s Terminal 2, have the chance to experience the KitKat Break Zone Singapore, inviting travellers to engage in the brand through experiencing an F1 racing simulator, reaction challenge, personalised engraving and product discovery.

As the global food giant noted, its latest initiative was launched with two dedicated events including selected Platinum and Gold Changi Rewards members took part in an exclusive guided experience, followed by an official opening and ribbon-cutting ceremony attended by representatives from NITR, FNA and Changi Airport.

Moreover, as the company added, 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.

In addition, according to the company, 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.

Frédéric Porchet, NITR General Manager, said: “The KitKat and Formula 1® partnership is a powerful platform to bring new energy and excitement to confectionery in travel retail through relevant and engaging experiences. Singapore Changi Airport provides an ideal environment to bring that partnership to life through a highly visible and engaging activation.

By combining the strength of KitKat with the excitement of Formula 1, interactive retail theatre, personalisation and exclusive products, we can encourage travellers to stop, engage with the category and, of course, have a break.”

Pamela Loo-Song, Deputy Group CEO, FNA Group, said: “We are delighted to partner with Nestlé International Travel Retail and Changi Airport Group to bring the KitKat and Formula 1® partnership to life in such an engaging way. By combining interactive experiences with personalisation and Changi-exclusive products, the activation creates multiple opportunities for travellers to engage with the brand while delivering an exciting and differentiated confectionery retail experience.”