Background

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.

Describe the creative idea

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.

Describe the strategy

・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

Describe the execution

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.

List the results

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. Many supportive corporations and universities/colleges made social posts with a hashtag, #kitkat: Featured by a wide variety of media, KIT NAVI generated buzz: 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, Bukkyo University, “Good luck, all of you taking the exam!” 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,