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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

KIT MAIL HOLOGRAM

ClientNESTLÉ JAPAN, JAPAN POST
CategoryA02. Use of Social/Digital Platform
TitleKIT MAIL HOLOGRAM
Product/ServiceKIT KAT
Entrant J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Media J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production AMANA Tokyo, JAPAN
Production 2 RIZING Tokyo, JAPAN
Credits
Name Company Position
Kohei Kawasaki J. Walter Thompson Japan Senior Creative Director / Communication Planner
Yuhei Takeyama J. Walter Thompson Japan Art Director
Toshihiro Sekiguchi J. Walter Thompson Japan Art Director
Yukino Miyatsu J. Walter Thompson Japan Copywriter
Yasuhiko Yuasa J. Walter Thompson Japan Group Account Director
Riki Kawanami J. Walter Thompson Japan Account Director
Hironaga Yai J. Walter Thompson Japan Strategic Planner
Yoshihiro Miyazaki amana inc. Film Producer
Naoya Kaneko amana inc. Film Producer
Fumi Nishida amana inc. Film Production Manager
Yasuhiko Shimizu Freelance Film Director
Jun Matarai UN inc. Cameraman
Yuya Okazaki Freelance Lightman
Masaya Fukui RIZING inc. CG Director
Hiroyuki Mitomo RIZING inc. CG Director
Shinya Nakagawa RIZING inc. Editor
Kohei Omiya Overhead Tokyo Production Designer
Links
Supporting Webpage

Describe the campaign/entry:

"KIT MAIL HOLOGRAM" KIT KATs cheer on, and give courage and energy to the examinees who study alone, in place of their many supporters who are far away.

Creative Execution:

Special KIT KAT, sold nationwide just before entrance exams, that people can hand write supportive messages and send to examinees, living far away. Inside the package, is a pyramid screen, along with the KIT KAT. Just by setting this screen on your smart phone and playing the designated music video on You Tube, the artist comes to life, as a 3D hologram. Collaborating with the artist group DISH//, created a song and music video to cheer on the students. The artist group, suddenly appears in the room and gives words of encouragement, in place of the person who sent the KIT KAT. The KIT KAT Facebook page, official twitter, online ads and posters at post offices were used to increase awareness of the product. Also, further reach was gained by people sending and receiving the KIT MAIL HOLOGRAMs posting them on SNS.

Examinees from across the country, who received encouragement with KIT MAIL HOLOGRAMs, made countless entries (on SNS). KIT MAIL HOLOGRAMs sold out nationwide. It not only provided a positive break during studies, but also became a modern style good luck charm for students taking examinations. Total number of Tweets: 33,304 (1 month after launch) Sales: 150% increase

KIT KATs available nationwide cheer on and give energy to the examinees who study alone in the room, in place of their many supporters living far away, through a 3D hologram of an artist with strong relevancy to students, DISH// and their cheering song. This is the world's first product packed with 3D hologram music video that anyone can easily watch it with this KIT KAT and smartphone.

The birthrate 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 KIT KAT during studies.