Product / ServiceKIT KAT
CategoryA03. Targeted Ambient Media: Small Scale
Advertising Agency J. WALTER THOMPSON JAPAN Tokyo, JAPAN


Name Company Position
Go Sohara J. Walter Thompson Japan Executive Creative Director
Keizo Mugita J. Walter Thompson Japan Senior Creative Director
Shinsuke Sawasaki J. Walter Thompson Japan Creative Director
Shizu Yamada J. Walter Thompson Japan Senior Art Director
Kaoru Yabe J. Walter Thompson Japan Senior Copywriter
Yasuhiko Yuasa J. Walter Thompson Japan Account Director
Akinobu Toyohara J. Walter Thompson Japan Account Manager
Hironaga Yai J. Walter Thompson Japan Strategic Planner
Ryoji Maki Nestle Japan Manager/Kit Kat Marketing
Ritsuko Watanabe Ten Graph Graphic Designer

The Brief

This campaign began with an objective to get people to revisit the Tsunami-affected area in Tohoku. Kit Kat turns its chocolate bar into a train ticket - a direct invitation for people to travel and explore the Tohoku area. This campaign also helps to strengthen the relationships people have with the Kit Kat brand. *Please kindly be noted that although 1st July 2014 is filled in as the first date of implementation of Kippu-Kat, The campaign started on 16th Jun 2014 and lasted until 31st May 2015. We are entering this work this year 2015 in order to report its result after 31st May.

Creative Execution

The campaign aimed to refocus the nation's attention back to the ongoing plight of the Tohoku region and to encourage people to visit Tohoku. In June 2014, we launched 'KIPPU KAT' - a special edition of Kit Kat chocolate bar that sells for 108 Yen and can be used as a local Sanriku railway ticket for up to 190 Yen. KIPPU KAT was made available at Kiosks and CVSs in the train station nationwide plus supermarkets in the affected region. The packaging and collaterals were designed to motivate people to visit Tohoku.

Describe the creative solution to the brief/objective.

For Japanese people, the word 'Kit Kat' sounds like 'Kitto Katsu', which means 'surely win'. For over 40 years, Kit Kat has played a role in people's lives as a positive symbol of hope and wish. With this campaign, Kit Kat once again wants to continue to be a symbol of hope and positivity by drawing people's attention the Tohoku areas and encourage people to visit the area again.


KIPPU KAT successfully re-ignited the nation's interest in the recovery of Tohoku – the campaign was broadcasted on both regional and national TV, generating over 300 million Japanese Yen in PR value in 4 months. During the campaign period, over 70,000 people bought KIPPU KATs as a symbol of support for Tohoku, exceeding campaign target of 30,000 participants. In addition, approximately 150 Million Yen Economic Value Generated for tourism spend. The idea of extending a chocolate bar into a train ticket also became the topic of conversation outside of Japan. The campaign was picked up by international online blogs like PSFK, TAXI, DIGG and news sites like the Wall Street Journal, NBC News, USA Today and Thomson Reuters.