Short List
Product / ServiceLTE ADVANCED - PREMIUM 4G
CategoryE01. Social Video
Entrant Company TOKYU AGENCY Tokyo, JAPAN
Advertising Agency TOKYU AGENCY Tokyo, JAPAN
Advertising Agency 2 NTT ADVERTISING Tokyo, JAPAN
Production Company AOI PRO. Tokyo, JAPAN

Creative Execution

We developed the world's fastest cooking device, " Shrimp Frying Cannon" and uploaded the movie on YouTube Channel of " NTT DoCoMo" at the end of Nov 2014. Responding to an awaiting flood of expectant voices for the next episode to come out over the internet and TV programs, we have developed another device 3 months later to shoot the " 3-Second Fried Dumpling", which model was being introduced as the next episode of the " 3-Second Frying Shrimp" and also uploaded the movie also on YouTube Channel.

Beating the viewer's prediction, 3-second cooking instruction gave an astonishing moment and laughter. Expected poke comments on the movie were raised from many of the viewers like " LOL. What a waste of technology!". Output/Awaremess: Viewers record of the " Shrimp Frying Cannon" was over 1.4 million, total of 19 million + for both the episodes. TV and web news media coverage was skyrocketed; the free publicity was reported as US$4,000,000. Action/Business Impact: 1. The access to the new LTE website was boosted by 15 times more, compared to the normal running time. 2. Over 660,000 shared on Facebook and Twitter.

Target Audience/Insight: The " DoCoMo's LTE network is regarded as the fastest service in Japan, " however, it was not being well recognized by the people. The majority of SOV was snatched by the competitor, and for most of people, this largest wireless carrier has had it's image as a serious and an old fashioned company by the target audience, i.e. the internet users. Moreover, it's communication strategy was not a news hook type either. Idea: We took advantage of the outdated streotypes image of DoCoMo, created an " absolutely absurd and ludicrous contents", in which DoCoMo has never come up before, gave a fresh astonishment and succeeded in building the relationship strategy aiming to get them.


Name Company Position
Tetsushi Kawachi Tokyu Agency Inc. Creative Director
Tetsushi Kawachi Tokyu Agency Inc. Copy Writer
Tetsushi Kawachi Tokyu Agency Inc. Planner
Daisuke Hasegawa Tokyu Agency Inc. Art Director
Daisuke Hasegawa Tokyu Agecy Inc. Planner
Yoko Osoegawa Tokyu Agency Inc. Planner
Hisaya Kato AOI PRO Producer
Maori Sato Tokyu Agency Inc. Planner
Maori Sato Tokyu Agency Inc. Designer
Yoshihiro Mori AOI Pro Director
Kazuki Sato AOI Pro Assistant Producer
Shuhei Terada AOI Pro Production Maneger
Masami Funatsu Gonshiro Cinematographer
Masaaki Sakamoto AUN Gaffer
Mitsuaki Kayanuma GIVES Device Developer
Shingo Suzuki origami PRODUCTIONS Sound Designer
Shotaro Tsurumaru Otoco Sound Producer
Kazuhide Adachi Freelance Editor
Shinichi Kumazawa Tokyo Agency Inc. Account Executive
Tsubasa Matsumoto Tokyu Agency Inc. Account Executive
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