KIT KAT MAIL 2009

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TitleKIT KAT MAIL 2009
BrandNESTLÉ CONFECTIONERY
Product / ServiceKIT KAT
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantJWT JAPAN Tokyo, JAPAN
Entrant Company:JWT JAPAN Tokyo, JAPAN
Advertising Agency:JWT JAPAN Tokyo, JAPAN

Credits

Credits

Name Company Position
Eisaku Sekihashi JWT Japan Senior Creative Director
Kiyoshi Usami JWT Japan Senior Account Planning Director
Shizu Yamada JWT Japan Art Director
Midori Usui JWT Japan Copywriter
Yasuhiko Yuasa JWT Japan Account Director
Daisuke Tsutsui JWT Japan Account Supervisor
Yuki Nakamura JWT Japan Account Executive
Naoya Takahashi JWT Japan Chief Producer
Maemi Kobayashi JWT Japan Producer

Results and Effectiveness

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 on national news and throughout the blogosphere, 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 now, 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.

Creative Execution

The beauty of our solution is in its simplicity: make the Kit Kat package an interactive part of the campaign. We created a special Kit Kat package anyone could write a message on, add postage to, and drop in a post box to send to a student they wished to support – and Kit Kat Mail was born. The package itself became an interactive part of the brand experience. Beyond that, we partnered with the newly privatized Japan Post – for the first such partnership of its kind – to sell this completely new postal product. Thus Japan Post outlets, in every neighborhood in Japan, effectively became a new and exclusive-to-Kit Kat sales channel, lending implicit support for the campaign by one of Japan’s largest, most well-known institutions.

Insights, Strategy and the Idea

Kit Kat, when pronounced by Japanese, sounds like ‘kitto katsu’ which also means “surely win”. 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 student’s life – university entrance exams – 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.