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.
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.
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.
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).