Title | KOOL SENSE×SENSU SENSATION |
Brand | BRITISH AMERICAN TOBACCO JAPAN |
Product / Service | KOOL |
Category | A07. Point of Sale |
Entrant | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Entrant Company | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Advertising Agency | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazushi Sabi Nakanishi | Dezain Inc. | Art Director |
Ryohei Wabi Kudo | Dezain Inc. | Art Director |
Carolyn Jackson | Ogilvy Action Japan K.k. | Agency Account Director |
Chie Sato | Ogilvy/Mather Japan | Agency Traffic |
Koichi Ishizu | Ogilvy Action Japan K.k. | Agency Producer |
Tomoyuki Obata | Ogilvy Action Japan K.k. | Art Director |
Shoji Tamura | Ogilvy Action Japan K.k. | Creative Director |
David Morgan | Ogilvy Action Japan K.k. | Executive Creative Director |
International travelers had not been targeted because KOOL awareness is extremely low among international travelers. But Thai and Philippino should be targeted because; They like manthol taste cigarette, and they need a souvenir from Japan. Chinese and Korean do not smoke smoke menthol taste much. Bringing cigarettes into HK and Singapore is prohibited.
KOOL had been promoted in summer to capture its target who is mainly 20's and 30's male when they travel abroad in summer vacation season. But promotion result does not show enough efficiency for the past several years. So consumer insight research was inducted in April, 2012 to explore marketing challenge.
Followed by the above findings, innovative strategy was developed; 1. GWP with a purchase of 1 carton, not 2 carton, which is standard mechanism among the industry due to ROI efficiency. Also, this challenge demands a half unit production cost with maintaining enough appealing effect. 2. GWP to attract to both Japanese young make and international traveler, so Hybrid design is required to satisfy two targets with different insights.
Off take market share is increased by 0.4% in the period. Also, this marketing challenge was well-repeated from retailers and impressed them that BAT is innovative manufacture.