| Type of Entry: | Use of Media |
| Category: | Best Use of Ambient Media: Small Scale |
| Title: | KIT KAT MAIL 2009 |
| Advertiser/Client: | NESTLÃ% CONFECTIONERY |
| Product/Service: | KIT KAT |
| Entrant Company: | JWT JAPAN Tokyo, JAPAN |
| Advertising Agency: | JWT JAPAN Tokyo, JAPAN |
Creative Credits
| Name |
Company |
Position |
| Eisaku Sekihashi |
JWT Japan |
Senior Creative Director |
| Kiyoshi Usami |
JWT Japan |
Senior Account Planning Directo |
| Shizu Yamada |
JWT Japan |
Art Director |
| Midori Usui |
JWT Japan |
Copywriter |
| Yasuhiko Yuasa |
JWT Japan |
Account Director |
| Yuki Nakamura |
JWT Japan |
Account Executive |
| Naoya Takahashi |
JWT Japan |
Chief Producer |
| Maemi Kobayashi |
JWT Japan |
Producer |
|
Prap Japan |
PR |
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Results and Effectiveness:
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| Overnight, Kit Kat became available in an additional, competition-free 20,000 locations. Expanding the brand experience beyond students, to their friends and families, the campaign received PR coverage totaling more than US$11 million in free media. With this success, Kit Kat Mail is now the first and only outside product to become a permanent offering in Japan Post outlets. And by making the post office part of the experience, the popularity of the campaign has spread beyond exam takers, with Kit Kat Mail being delivered for all occasions, across all demographics and to every corner of the globe. |
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Creative Execution:
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| The beauty of our solution is its simplicity: use the Kit Kat package and the post office itself as ambient media. We created a special Kit Kat package anyone could write a message on and mail, and partnered with the newly privatized Japan Post â?" and Kit Kat Mail was born. In the first partnership of its kind, Japan Post became both a new, exclusive-to-Kit Kat sales channel, and for select outlets, an immersive part of the brand experience. In decorating key postal outlets in the theme of the campaign â?" in support of exam-taking students â?" not only the package, but the post office itself became media. We were able to give the brand a meaningful presence in an unexpected and unprecedented public space, and at the same time, make Japan Postâ?Ts support for the campaign explicit, taking an already successful campaign to a whole new level. |
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Insights, Strategy and the Idea:
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| Kit Kat, when pronounced by Japanese, sounds like â??kitto katsuâ?T which also means â??surely winâ??. With this happy coincidence, and behind a successful, long-running campaign, Kit Kat has been established as a good luck charm for the most important day in a Japanese studentâ?Ts life â?" university entrance exams â?" and thus a break from the stress of exam hell. The challenge this year, in order to continue the momentum of an already incredibly successful campaign, was to find a new, innovative and meaningful way to expand this brand experience beyond the student target of the last few years, increase the buzz for the campaign, and ensure shelf presence in one of the most competitive retail trade markets in the world.
We recognized the opening up of this conservative institution as a once-in-a-lifetime opportunity. So we approached the newly privatized Japan Post with a proposal to co-develop an entirely new postal product. This was the first time in history for such a collaboration. |
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