| Title | KIPPU KAT |
| Brand | NESTLE JAPAN |
| Product / Service | KIT KAT |
| Category | A05. Use of Ambient Media: Small Scale |
| Entrant | J. WALTER THOMPSON JAPAN Tokyo, JAPAN |
| Entrant Company | J. WALTER THOMPSON JAPAN Tokyo, JAPAN |
| 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 |
Since the 2011 Tsunami, Kit Kat has been involved in the rebuilding of the badly-hit area of Tohoku. However, three years have passed and the nation's support has faded and far fewer people were visiting Tohoku. For this campaign, the idea was to turn each Kit Kat bar into a train ticket to get people to visit Tohoku and it can serve as a media to remind people that the Tohoku region still needs help.
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 Yen in PR value in 4 months. Over 70,000 people bought KIPPU KATs as a symbol of support for Tohoku. In addition, approximately 150 Million Yen Economic Value Generated for tourism spend. The campaign was picked up by international blogs like PSFK, TAXI, DIGG and news sites like the Wall Street Journal, NBC News, USA Today and Thomson Reuters.
The idea was to turn the Kit Kat product into the campaign's main media. 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. The Kit Kat product packaging was redesigned to look like a train ticket. The packaging and collaterals were designed to motivate people to visit Tohoku.
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.