The Brief

KINREI's 'Instant Udon' (Udon=traditional Japanese noodles) had not been differentiated as a brand and fell into a price cutting competition, due to the majority of the target audience being socially reclusive hermits, known as 'OTAKU (Geek)', who stay home doing nothing but hobbies and have no interest in food. Our goal was to make KINREI's Udon a named product among the 'OTAKU' and increase sales by 150%, with a 7 million yen budget.

Creative Execution

- In Japan, mainly the online game users known as 'OTAKU' were the ones that often ate instant food. - The 'OTAKU' were known to be out of reach from the traditional media.

Describe the creative solution to the brief/objective.

We utilized their only contact point, online games, and presented the 'LURE THE OTAKU'　project. Step #1-REACH: Creating an Udon cooking experience in the most popular online SAMURAI　game as a teaser promotion, and filling their minds with delicious Udon. Step #2-TRIAL: Releasing the Udon which they cooked in the online game as KINREI's new　product and stimulating interest to try the actual taste. Step #3-REPEAT: The more you buy the stronger you get. By giving game bonus incentives　with each product, players went back and forth between their houses and convenience stores,and kept buying Kinrei's Udon.

Results

- Utilizing our strategy, we successfully influenced the target. REACH: 56.4% of online game users joined the teaser promotion. TRIAL: 18.0% of teaser promotion participants bought the product. REPEAT: 50.1% of buyers bought more than 2 products. - Sales increased by 210% from previous year - Publicity accomplishment of 300,000,000 yen worth media exposure - Cost per order: 14.7 yen (7,000,000 yen advertising budget/commodity price: 450 yen)