Title | KITKAT NAVI |
Brand | NESTLE JAPAN |
Product / Service | KITKAT |
Category | A01. Activation by Location |
Entrant | NESTLE JAPAN Kobe, JAPAN |
Idea Creation | WUNDERMAN INTERNATIONAL Tokyo, JAPAN |
Idea Creation 2 | YAHOO JAPAN CORPORATION Tokyo, JAPAN |
Idea Creation 3 | TWITTER Tokyo, JAPAN |
Idea Creation 4 | METRO AD AGENCY Tokyo, JAPAN |
Media Placement | METRO AD AGENCY Tokyo, JAPAN |
Additional Company | GOODROCK INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Takayuki Niizawa | Wunderman Thompson Tokyo | Chief Creative Officer |
Kaoru Yabe | Wunderman Thompson Tokyo | Creative Director/Copy writer |
Kaoru Yabe | Wunderman Thompson Tokyo | Creative Director/Copy writer |
Aki Takeda | Wunderman Thompson Tokyo | Senior Art Director |
Youmei Kiryu | Wunderman Thompson Tokyo | Account Supervisor |
Yuki Ota | Wunderman Thompson Tokyo | Graphic Designer |
Yuki Ota | Wunderman Thompson Tokyo | Graphic Designer |
Rikako Takada | Yahoo Japan Corporation | Business Plan |
Shouichi Aoki | Yahoo Japan Corporation | Business Plan |
Gyesoo Lee | Yahoo Japan Corporation | Business Plan |
Takeshi Seki | Yahoo Japan Corporation | Designer |
Shinichi Yamashita | Metro Ad Agency Co.,Ltd | Sales Division Deputy Director |
Yu Isaka | Metro Ad Agency Co.,Ltd | Sales Division |
Hirokazu Ochi | Metro Ad Agency Co.,Ltd | Promotion Division Director |
Satoru Nakamura | GunsRock Inc. | Producer |
misato Uchiyama | GunsRock Inc. | Production Assistant |
In Japan, students preparing for the entrance exam have a variety of concerns and stress. KitKat supporting students for 17 years aimed at analyzing and identifying causal factors of their concern, and providing all the support necessary for them to do their best on the exam.
KitKat has identified that points of concerns and stress reside in ways from home to the exam venue. In collaboration with Twitter, Japan Post, Tokyo Metro and Yahoo! Japan, it is intended to navigate around points of concern on the way.
・Data gathering and insights We've been doing this campaign for 17 years, and we've been collecting data from research & Twitter. • Target audience (consumer demographic/individuals/ organisations) Students preparing for the entrance exam • Relevance to platform mobilephone • Approach Supporting students from the time they leave their homes to the time they arrive at university
When arriving at a big terminal station in Tokyo, the first point of concern when coming to Tokyo, travel tips from former students, who had the same experience last year, were shared on Twitter. Next, with help of Japan Post, her grandparents posted KitMail to encourage her alone in Tokyo. KITKAT’s Tokyo Metro 24-hour Ticket also supported complex change of trains on subway networks. From the station to the exam venue, finally, an exclusive navigation by Yahoo! Japan successfully took her to the main gate. All of these supports contributed to creating the environment where she could concentrate in the exam without stress.
KitKat’s profound understanding of and support for students further strengthened bonds between people. KITKAT’s Tokyo Metro 24-hour Ticket were sold out, while clicks on Yahoo! Map reached nearly 260,000. Featured by a wide variety of media, KIT NAVI generated buzz: Yahoo!Japan, “Support for hardworking students! Route navigation to a test venue” Nikkei Shimbun, “Nestle Japan collaborates with Yahoo to offer a navigation service to students” Livedoor News, “Student support campaign by KitKat. This year’s campaign helps Transportation in collaboration with Yahoo & Tokyo Metro” Toyo Keizai, “Why KitKat becomes a must item for Juken?” Package Marketer, “The product value is to send cheers, not sweets” Many supportive corporations and universities/colleges made social posts with a hashtag, #kitkat: Football Club, The University of Electro-Communications, “Good luck!” BicCamera Shinjuku West, “(Including Shinjuku Station) Be prepared to change trains on the exam day without panic” Department of Social Welfare,