KITKAT ONLINE PRESS CONFERENCE by J. Walter Thompson Tokyo for Kit-kat

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KITKAT ONLINE PRESS CONFERENCE

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Industry Bars
Media Direct marketing
Market Japan
Agency J. Walter Thompson Tokyo
Released August 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: NESTLÉ
Product/Service: CONFECTIONARY
Agency: JWT JAPAN
Date of First Appearance: Aug 24 2010
Entrant Company: JWT JAPAN, Tokyo, JAPAN
Entry URL: http://www.jwt.co.jp/kitkat_virtualpressconf/index.html
Account Director: Yasuhiko Yuasa (JWT Japan)
Communication Planner / Producer: Naoya Takakashi (JWT Japan)
Account Manager: Tomoyuki Sumi (JWT Japan)
Media Producer: Takefumi Nitta (Mixi)
Media Planner: Aya Kouchi (Mixi)
Web Planner: Ren Tsuchido (Mixi)
Engineer: Yuta Imai (Mixi)
Media placement: Web - Mixi - 24 August 2010

Describe the brief/objective of the direct campaign.
Kit Kat, the famous good luck charm for young people in Japan, got renewed for the first time in 37 years and we needed to spread this news and get them to try. Our target, who rely on online media for both information and communication, are unlikely to get influenced by mass advertising. Also product sampling on the street is common in Japan, but most of them end up being in the bin. So we needed to find a new way to spread the info and the samples online.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The place we found was mixi, Japan’s largest social network site, with over 20 million members. Using this SNS, we staged Japan’s first virtual press conference to announce the product renewal and to distribute the free virtual sampling coupons. A few days before the conference we leaked the news that we will be giving away free coupons to the first 10,000 people which can be multiplied by writing about it on the mixi pages. To bring more excitement, we announced that there will be a photo opportunity during the conference with Meisa, the celebrity endorser for Kit Kat.

Explain why the creative execution was relevant to the product or service.
The new Kit Kat is crunchier and less sweet to suit Japanese tastes. But these qualities cannot be delivered though TV. So it was crucial that we get people to try it by distributing the samples. The fact that the coupons could be multiplied by writing about it on the mixi pages and given to two friends encouraged people to participate. This giving action was especially appropriate for Kit Kat in Japan, as it is regarded as a giving item to friends and families to wish them good luck or to show their affection.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The news about the virtual press conference and the free sampling coupons instantly sparked off immense interest online with over 870,000 people swamping to the site within an hour. As promised, 10,000 people were presented with the coupons which meant that 30,000 people ended up trying the new Kit Kat and spreading the news about it on the mixi pages. The frenzy online poured into the offline world too – more than doubling the sales in just three weeks.