Nissin Film, Case study Instant Buzz [image] by Dentsu Inc. Tokyo, Dentsu Public Relations Tokyo

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Instant Buzz [image]

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Industry Pasta
Media Film, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Ichiro Kinoshita, Kazunori Saitou
Creative Director Yoshio Tanahashi
Copywriter Naoya Kudo
Designer Harumi Sato
Agency Dentsu Public Relations Tokyo
Production Dash Co., Ltd. Tokyo
Production TOKYO
Released October 2016

Awards

ADFEST 2017
Branded Content & Entertainment Lotus Best Use Of Fiction Film Branded Content

Credits & Description

SamuraidronecatidolsuperhumanRubegoldbergviewerwarningtooExplosivehighschoolgirl
Company Entering: Dash Co., Ltd., Tokyo
Brand: Chikin Ramen
Advertiser: Nissin Food Products Co., Ltd.
Agency: Dentsu Inc., Tokyo/Dentsu Public Relations Inc, Tokyo
Executive Creative Director: Ichiro Kinoshita (Dentsu Inc.)
Executive Creative Director: Kazunori Saito (Dentsu Inc.)
Creative Director: Yoshio Tanahashi (Dentsu Inc.)
Planner & Copywriter: Naoya Kudo (Dentsu Inc.)
Media Planning Director: Yohei Nemoto (Dentsu Public Relations Inc.)
Media Planning Manager: Koji Urata (Dentsu Public Relations Inc.)
Media Planner: Keisuke Fujita (Dentsu Inc.)
Account Executive: Yuichiro Shimada (Dentsu Inc.)
Account Executive: Atsuo Sobajima (Dentsu Inc.)
Account Executive: Tsuyoshi Sone (Dentsu Inc.)
Creative Producer: Satoshi Kuno (Sparepocket Inc.)
Producer: Maiko Shimada (Tokyo)
Production Manager: Yuki Taninaka (Tokyo)
Production Manager: Minami Chiwaki (Tokyo)
Director: Yoshihiro Mori (Freelance)
Cinematographer: Akiyoshi Yoshida (Freelance)
Gaffer: Shogen Yamamoto (Freelance)
Stylist: Mayumi Sugiyama (Freelance)
Hair Make-up: Motoko Suga (Freelance)
Coordinator: Tomohiro Kaminaga (Freelance)
Special Effects: Mitsuaki Kayanuma (Special Effects Givs)
Designer: Harumi Sato (Taiyo Kikaku Co.,ltd.)
Editor: Norihiro Iwama (Iemoto)
Colorist: Ayako Osumi (Freelance)
Flame Artist: Takahiro Tsuji (Freelance)
Visual Effects & Computer Artist: Go Morikawa (Taiyo Kikaku Co.,ltd.)
Special Effects Producer: Toshihiko Sakata (Taiyo Kikaku Co.,ltd.)
Sound Designer: Shoko Sato (Cinema Sound Works)
Sound Mixer: Kanako Kawase (Mcray Corporation)
Music Producer: Yoshinobu Morikawa (Atari Productions Inc.)
Campaign Summary:
“Chikin Ramen” Is The Worlds First Instant Ramen Noodle. From The Brands Nature Of Preserving The Traditional Taste, Their Means Of Advertising Was Tv Centered Traditional Mass Communication. But This Time The Order Was To Challenge The Modern Communication Method Which Will Create A Buzz On The Web. To Achieve This Goal, We Created The Brand Movie Which Will Go Viral In “Instant” For This World First Instant Noodle. In The Duration Of 3 Minutes, Which Is The Same Time As The Time For Making Noodle, We Incorporated 20 Commonly Used Motif In Viral Ad. Samurai, Drone, High School Girl, Cat, Idol, Etc…Were Appeared One After Another In The Movie And At The End Of The Movie, We Emphasized Paradoxically The Importance Of The Brand That Is Loved Over Many Years, Rather Than Chasing After Fads. After The Launch, The Movie Catch An Eye Of Trend-Conscious Viewer, And Literally Wend Viral In “Instant”. As A Result, We Succeeded In Delivering The Brand Value Of “Being Loved Continuously Over The Year” To A Wider Range Of People Which Were Not Possible With Regular Tvc.
The Brief:
“Chikin Ramen” Is The Worlds First Instant Ramen Noodle That Has Been Loved For Over 58 Years Since Its Launch. From The Brands Nature Of Preserving The Tradition, They Only Advertise Through Tv Centered Traditional Mass Communication. But This Time The Order Was To Challenge The Modern Communication Method Which Will Create A Buzz On The Web To Achieve Wider Range Of Viewers.
The Strategy:
We Targeted The Segments Of People Who Are Very Different From The Conventional Target Consumers. We Created A Movie That Would Grasp The Hearts Of People Who Are Sensitive To The Internet Trends And Likely To Share The Video, By Incorporating Contents That Would Inspire Them. In A Paradoxical Measure, We Aimed To Spread The Importance Of The Traditional Brand Value.
The Execution:
We Created The Brand Movie Which Will Go Viral In “Instant” For This World First Instant Noodle. In The Duration Of 3 Minutes, Which Is The Same Time As The Time For Making Noodle, We Incorporated 20 Commonly Used Motif In Viral Ad. Samurai, Drone, High School Girl, Cat, Idol, Etc…Were Appeared One After Another In The Movie And At The End Of The Movie, We Emphasized Paradoxically The Importance Of The Brand That Is Loved Over Many Years, Rather Than Chasing After Fads. Also, We Built In Gimmick On Youtube, That When You Turn On The Subtitle, You Will See The Commentary Of The Motif Used In That Section Of Movie, Resulted In Repeat Viewers.
The Result:
After The Launch, The Movie Catches An Eye Of Trend-Conscious Viewer, And Literally Wend Viral In “Instant”. As A Result, The Video Was Viewed 50 Times More Than The Commercials That Were Launched At The Same Time On Youtube. Moreover, This Video Was Also Taken Up By Various Domestic And Overseas Media, And Recorded About $940,000 In Advertising Equivalent Value. We Succeeded In Delivering The Brand Value Of “Being Loved Continuously Over The Year” To A Wider Range Of People Which Were Not Possible With Regular Tvc. Also The Parody Of This Movie Was Made By Viewer, And That Created Several Debates Over The Approach On Advertisement Strategy.