Title | KOOL WILD STYLE PACK (SPECIAL EDITION PACK) |
Brand | BRITISH AMERICAN TOBACCO JAPAN |
Product / Service | KOOL LIGHT BOX/KOOL MILD BOX CIGARETTES |
Category | B06. Other |
Entrant | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Entrant Company: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Design/Advertising Agency: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Mark Collis | Ogilvy/Mather Japan | ECD |
Gael Dube | Ogilvyaction Japan | CD |
Hiroaki Adachi | Ogilvyaction Japan | AD |
Tomoyuki Obata | Ogilvyaction Japan | AD |
Katsuya Takahashi | Ogilvyaction Japan | CW |
Utako Oshima | Ogilvyaction Japan | GD |
Akihito Ono | Ogilvyaction Japan | GD |
Maki Imaizumi | Ogilvyaction Japan | Print Production |
Fiona Watson | Ogilvyaction Japan | Account Manager |
Moriya Haruna | Ogilvyaction Japan | Account Manager |
In order to enhance client’s customer relationship, we needed to provide an exclusive and innovative idea to CKS, one of the major convenience stores in Japan. We were challenged to provide a sensationally cool idea so that customer could make an impact and attract target consumer’s attention (male smokers in 20’s).
In order to enhance client’s customer relationship, we needed to provide an exclusive and innovative idea to CKS, one of the major convenience stores in Japan. We were challenged to provide a sensationally cool idea so that customer could make an impact and attract target consumer’s attention (male smokers in 20’s).
To grab consumer’s attention and induce an immediate trial purchase, refreshingly different look was required. This “Wild Style Pack” enhanced bold and adventurous spirit of the brand while utilizing the cutting edge trend to keep the brand in the know.
During the promotion period, it contributed to increase sales by 45% over the previous month, and grow KOOL’s share of market by 1.5% within CKS. It also generated WOM by having consumers write about this package on their blogs.