KOOL NANO

TitleKOOL NANO
BrandBRITISH AMERICAN TOBACCO JAPAN
Product / ServiceCIGARETTES
CategoryB02. Consumer Products & Services
EntrantOGILVY & MATHER JAPAN Tokyo, JAPAN
Entrant Company:OGILVY & MATHER JAPAN Tokyo, JAPAN
Sales Promotion/Advertising Agency:OGILVY & MATHER JAPAN Tokyo, JAPAN

Credits

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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Because of lauch date of National promotion, there is no results has come up yet.

Explain why the method of promotion was most relevant to the product or service

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.