The Campaign

We found a udon’s miracle power, that “slurping up udon makes babies stop crying.” 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.

Execution

We launched "NOODLE CRADLE" on september 18th, with an online pr video to disseminate that “udon (kagawa) prefecture is a place friendly to babies, and also families with babies". We also attached stickers on the packages of commercially-sold KAGAWA UDON to promote the incredible power of udon and the allures of Kagawa prefecture.

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.

The Situation

We developed communication message to change awareness of the targeted population and to encourage them to take action, in order to promote immigrations. "udon", a tourist attraction of KAGAWA evolved into the value attracting people to migrate to KAGAWA and successfully changed perception in the society.

The Strategy

The strategy is "becoming a no.1 prefecture loved by babies, by using udon". Therefore, the main target is not a parents, rather the babies.