Thanks to its “Kitto Katsu” (surely win in Japanese) sound like brand, Kit Kat chocolate bar from Nestlé has become a popular gift for students while working hard for their uneiversity entrance exams in Japan.
This spontaneous awareness earned by Kit Kat thanks to its “Kitto Katsu” sound was used by JWT agency to launch the Kit Kat mail campaign encouraging parents, friends and teachers sending Kit Kat bars in special mail packages with a handwritten note to students.
Building on this award winning action, JWT conceived this year the Kit Mail Hologram, adding a tech twist to the campaign.
The package includes a KIT KAT bar as well as a pre-cut clear plastic pattern. Students assemble the pattern into a pyramid-like structure with a flat top, and place it upside down on a smartphone. When the student plays a designated YouTube video by the Japanese boy band DISH//, the boys are reflected on the pyramid’s clear walls, resembling a hologram. The darker the room, the clearer the image.
In the same way as it happened in the former campaign, parents, friends and teachers can add a handwritten message on the package box.
“Students studying for entrance exams are not alone, even though their friends and family live far away. With KIT MAIL Hologram, the four boys from the band DISH// suddenly appear in as a hologram in the room to encourage them,” said J. Walter Thompson Japan’s Senior Creative Director Kohei Kawasaki.
From early January this year, the Kit Kat Mail Hologram packages are available for purchase in post offices throughout Japan, ahead of the exam season, which usually runs from January through March.
Image over the headline.- Kit Kat Hologram Mail package. © JWT. To watch the video click here
