Nissin: Instant Buzz [video]

Credits & Description:

Client: Nissin Food Products Co., Ltd.
Agency: Dentsu Inc. Tokyo, Japan
Entrant: Dentsu Inc. Tokyo, Japan
Idea Creation: Dentsu Inc. Tokyo, Japan
Pr: Dentsu Public Relations Tokyo, Japan
Production: Dash Tokyo, Japan
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.)
Describe the campaign/entry:
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.
Creative Execution:
We launched the movie on video-hosting media such as YouTube, one month before the Chikin Ramen anniversary.
On YouTube, we built in gimmick 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.
In addition, we promoted mutual communication with the users by sharing the clip on SNS of the official character of Chikin Ramen, Youtuber, and idol who were hiding in the movie, and challenging whether the followers were able to spot them in the video.
In addition, we promoted mutual communication between viewer and various character hiding the movie, such as official character of Chikin Ramen, Youtuber, and idol giving a comment and challenging the followers whether they can spot them in the movie on SNS.
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 medias, 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 TV Commercials.
Also the parody of this movie was made by viewer, and that created several debates over the approach on advertisement 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.