This site uses cookies. By continuing to browse this site you are agreeing to our use of cookies. Find out more here.

Kit Mail Hologram

  • thumbnail

    Get Flash to see this player.

  •  Thumbnail
  •  Thumbnail

Insight 

In Japan, KITKAT, sounding similar to the Japanese phrase "Kitto Katsu" (will surely win), has been considered for many years a good luck charm for students, preparing for entrance exams. Many times, they are given to examinees by family, friends and teachers. 

Entrance examinations are not about competing with others, but about the students facing themselves. Examinees make efforts each day to fight endless anxiety, loneliness and irritation. From early in the morning to late at night, after the rest of the family is fast asleep. Each of them fights alone. 

But they are not alone. 

Strategy 

The birth rate has been declining in Japan and the number of children taking entrance exams is also decreasing. Furthermore, the styles of entrance exams and education advancement have become much more diverse. It is becoming more difficult for examinees to share their worries with each other and individual examinees are becoming isolated. 

99% of high-schoolers own mobile devices that they use for studying with examinations apps. Smartphones are not a hindrance but a necessary tool for Japanese high-schoolers preparing for entrance exams.  

Then this approach comes to life, which enables supporters to use mobile devices and encourage each of examinees living far away at the break with KITKAT during studies. 

Execution 

Special KITKATs, sold at post offices nationwide before entrance exams, that people can handwrite supportive messages on and send to examinees, living far away. Inside the package, is a pyramid screen, along with the KITKAT. An artist with strong relevancy to students, comes to life as a 3D hologram and sings a song to cheer on the examinees, just by setting this screen on a smartphone and playing the designated music video on You Tube. The KITKAT Facebook page, official Twitter, online ads and posters at post offices were used to increase awareness of the product. Also, people sending and receiving the KIT MAIL HOLOGRAMs posted them on SNS to further expand the reach. 

Check out the campaign film here: http://www.creativecase.tokyo/2016/kitmail/. 

Results 

Examinees from across the country, who received encouragement with KIT MAIL HOLOGRAMs, made many (countless) entries. KIT MAIL HOLOGRAMs sold out at post offices nationwide. It not only provided a positive break during studies, but also became a modern style good luck charm for students taking examinations. 

- Number of sales: 157,000 packs in two months 
Total number of Tweets: 33,304 (1 month after launch).

Have Your Say

Please register to add comments.

Brand:
Kit-Kat
Brand Owner:
Nestlé
Category:
Confectionery/Snacks
Region:
Japan
date:
December 2015 - March 2016
Agency:
JWT
Media Channel:
Digital,Mobile,Retail/POS
  • FMAs winner
  • FMAs shortlisted

Cream Shuffle

Stuck for ideas? Use our automated inspiration tool.

ShuffleClick to shuffle
  • Kadokawa Books
  • USA
Read more

Cream Subscribers

Other C Squared Products

logo 2013 small

© C Squared Networks Ltd.

115 Southwark Bridge Rd,
London, SE1 0AX.

Registered Number: 8391925
VAT REG NO: GB158 9727 52

Umbraco development
by Vizioz