Cannes Lions

KITKAT

JWT JAPAN, Tokyo / NESTLE / 2005

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Overview

Entries

Credits

Overview

Execution

Trains, inside and out were decorated with cherry blossoms with the message "May cherries blossom" (cherry blossom means "dream comes true" in old Japanese), literally wishing students luck in achieving their dreams. Inside the train, there were also many encouraging messages/testimonials from students, ex-students and those who support them – parents, teachers, friends, etc.

Outcome

The total number of users visiting KitKat's website reached 350,000 in January. Here students exchange comments on the Cherry Blossom Forest at the site. The train was featured in lots of mass media, and in total, this campaign generated $5.5 million worth of PR. KitKat sales in January 2005 were 140% vs 2004.

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