22 jan, 2016

KIT MAIL Hologram Offers Cheer to Hard-Working Students

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TOKYO, Jan 22, 2016 – KIT KAT sounds like “kitto katsu,” which means “surely win”, in Japanese. That’s made the chocolate bar from Nestlé a popular gift for students studying for university entrance exams, as a way to give them some encouragement during what is surely one of the most stressful times in a young person’s life.

Building off its award-winning KIT KAT MAIL, where parents, friends and teachers can send KIT KAT bars in special mail packages with a handwritten note to students, Nestlé launched KIT MAIL Hologram last month.

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.

The members of DISH//, dressed in red uniform, dance and sing to encourage students - “Believe in yourself! I know you can do this” – offering brief company and welcome respite from the lonely work of preparing for exams.

“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.

The packages are now being sold in post offices throughout Japan, ahead of exam season, which usually runs from January through March.

Click here to see a video that shows how the hologram works.

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J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues a dominant presence in the industry by staying on the leading edge—from hiring the industry's first female copywriter to developing award-winning branded content today. 
J. Walter Thompson opened its first office in the Asia in 1929, and today employs over 3,800 people in 53 offices across 18 countries in the region.
For more information, please visit www.jwt.com and follow us @JWT_Worldwide and @JWTAsiaPacific.

Cris Prystay
Asia Pacific Director of Corporate Communications
+65 6880-5134

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