Kagawa Prefecture: Noodle Cradle

Credits & Description:

Sub Category: Mobile Marketing
Company Entering: Dentsu Inc., Tokyo
Entry Title: Noodle Cradle
Brand: Kagawa Prefecture
Advertiser: Kagawa Prefecture
Agency: Dentsu Inc., Tokyo
Creative Director: Tsudou Honda
Copywriter: Fumiko Ishida
Art Director: Emi Kaminaga
Communication Designer: Satoshi Yamamoto
Pr Plan: Takuro Nemoto (Dentsu Pr)
Pr Director: Koki Horiguchi (Dentsu Pr)
Film Production Company: Niban Kobo, Tokyo
The Brief: Increase The Population Of Kagawa Prefecture By Grabing Attention Of Families With Babies.
The Strategy: With Kagawas Largest Consumption Of Udon (The Japanese Noodles) In Japan, Kagawa Is Well Known By The Nation As “Udon Prefecture”. Even Though The Prefecture Has Successfully Attracted A Lot Of Tourists By Taking Advantage Of The “Udon”, It Has Been Unable To Increase Immigrants. However, We Found A Udons Miracle Power, That “Slurping Up Udon Makes Babies Stop Crying.” The Strategy Is becoming A No.1 Prefecture Loved By Babies, By Using Udon". Therefore, The Main Target Is Not A Parents, The Babies.
The Execution: With The Result Derived From Study Findings That The Sound Of Slurping Up Udon Is A White Noise Similar To Those To Be Heard In The Womb, And Those Are Very Effective For Babies To Stop Crying, We Have Created A Web Content Called “Noodle Cradle”. This Content Has Been Prepared For Babies In Collaboration With A Popular Udon Shop In Kagawa Prefecture, Which Is Available To Make A Sound Of Slurping Up Udon At Anytime And Anywhere. In Addition, A Online Video To Disseminate That “Udon Prefecture Is A Place Friendly To Babies, And Also Families With Babies.”
The Result: Then, Many Of The Web Media Posted Its News. Once It Became Viral On The Web, Number Of Tv Shows Took This Up, And The News Spread All Over Japan So Quickly. Despite It Was Non-Paid Advertisement, Within A Month, Its Exposure To The Public Was Worth Of 350 Million Yen Advertisement. Consequently, It Successfully Increased Their Intentions To Live In Kagawa Prefecture Among Families With Small Children Increased To 30.0% From 18.5% As Well. Of Course, It Goes Without Saying That Kagawa Became The No.1 Prefecture Loved By Babies.