Kippu Kat by J. Walter Thompson Tokyo for Kit-kat

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Kippu Kat

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Industry Bars
Media Ambient, Case study
Market Japan
Agency J. Walter Thompson Tokyo
Executive Creative Director Go Sohara
Creative Director Shinsuke Sawasaki
Strategic Planner Hironaga Yai
Released April 2015

Awards

Spikes Asia, 2015
Outdoor Outdoor: Ambient: Non-standard indoor advertising Bronze Spike
Media Use of Media: Use of Ambient Media: Small Scale Bronze Spike

Credits & Description

Client: NESTLE JAPAN
Product: KIT KAT
Product/Service: KIT KAT
Advertising Agency: J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Executive Creative Director: Go Sohara (J. Walter Thompson Japan)
Senior Creative Director: Keizo Mugita (J. Walter Thompson Japan)
Creative Director: Shinsuke Sawasaki (J. Walter Thompson Japan)
Senior Art Director: Shizu Yamada (J. Walter Thompson Japan)
Senior Copywriter: Kaoru Yabe (J. Walter Thompson Japan)
Account Director: Yasuhiko Yuasa (J. Walter Thompson Japan)
Account Manager: Akinobu Toyohara (J. Walter Thompson Japan)
Strategic Planner: Hironaga Yai (J. Walter Thompson Japan)
Manager/Kit Kat Marketing: Ryoji Maki (Nestle Japan)
Graphic Designer: Ritsuko Watanabe (Ten Graph)
Brief Explanation
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.
Results and Effectiveness:
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.
Creative Execution:
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.
Insights, Strategy and the Idea:
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.