Title | KOOL NANO |
Brand | BRITISH AMERICAN TOBACCO JAPAN |
Product / Service | CIGARETTES |
Category | B02. Consumer Products & Services |
Entrant | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Entrant Company: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Sales Promotion/Advertising Agency: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
David Morgan | Ogilvy Action Japan K.K. | Excecutive Creative Director |
Shoji Tamura | Ogilvy Action Japan K.K. | Creative Director |
Masashi Koori | Ogilvy Action Japan K.K. | Creative Director |
Masahide Yoshimi | Ogilvy&Mather Japan | Creative Director |
Manuel Lima | Ogilvy Action Japan K.K. | Art Director |
Yuriko Chikuyama | Ogilvy Action Japan K.K. | Art Director |
Noriko Sugimoto | Ogilvy One Japan | Senior Art Director |
Katsuya Takahashi | Ogilvy Action Japan K.K. | Copywriter |
Hiroyuki Furuhata | Ogilvy Action Japan K.K. | Business Director |
Yoshito Kawamura | Ogilvy Action Japan K.K. | Account Director |
Toshiki Sato | Ogilvy Action Japan K.K. | Account Director |
Moriya Haruna | Ogilvy Action Japan K.K. | Account Manager |
Masaaki Mizoguchi | Ogilvy&Mather Japan | Account Executive |
Mitsuya Echigoya | Ogilvy Action Japan K.K. | Account Director |
Kazuyuki Motohashi | Ogilvy Action Japan K.K. | Senior Activation Manager |
Mitsuhiro Nasu | Ogilvy Action Japan K.K. | Activation Executive |
Campaign objective was to make NANO format (King size, Super Slim) relevant to target (Male smoker under 35 years old) by using emotional message to convince how the product fits with their lifestyle.
In order to create strong emotional bonding with consumers, we tried to convey that KOOL NANO is the product that go beyond regular menthol. We used a big idea of "Pocket Menthol Style" across the campaign - as the package is compact, consumers can actively carry and play around with the piercing menthol sensation.
Because of lauch date of National promotion, there is no results has come up yet.
Across all touch points, communication focused on 3 elements: 1)Pocket, 2)Cold Menthol Sensation, and 3)Active to consistently communicate value of the unique product.