Short List
CategoryB01. Use of Digital in a Promotional Campaign
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


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
Maori Sato Tokyu Agency Inc. Planner
Maori Sato Tokyu Agency Inc. Designer
Hisaya Kato AOI Pro Producer
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 GIVS Device Developer
Shingo Suzuki origami PRODUCTIONS Sound Designer
Shotaro Tsurumaru Otoco Sound Producer
Kazuhide Adachi Freerance Editor
Shinichi Kumazawa Tokyu Agency Inc. Account Executive
Tsubasa Matsumoto Tokyu Agency Inc. Account Executive

Brief Explanation

Appropriate to Promo & Activation: 1. We created a total attitude change of the user by getting interest in DoCoMo and shared the idea of “the DoCoMo’s network = Fastest in Japan” among the target audience i.e. the internet users. 2. We swept out the strong image of an old fashioned company of NTT DoCoMo with the excitement and thrill and gained more brand loyalty fans.

The Brief

Objective: 1. Let viewers build excitement and thrill about the butt of a joke movie and effectively created the viral marketing with the viewer’s poke fun at the movie. 2. Lead the DoCoMo brand come much closer to the internet users and make them feel as if it is the “yours”. Challenge/Problem: DoCoMo, the largest wireless carrier in Japan, has had its’ image as a serious and an old fashioned company. Strategy: We used the latest technology ludicrously-ever. We took advantage of the outdated stereotypes image of DoCoMo, created an “absolutely absurd and ludicrous contents”, and gave a fresh astonishment.

Describe the success of the promotion with both client and consumer including some quantifiable results

Beating the viewers’ 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, “Not fully cooked!”, “it’s not a deep-frying!”, “LOL. What a waste of technology!”, and the movie was shared and retweeted to the social media channels. Output/Awareness: Media nor PR budgets were been allocated, however the viewers record of the “Shrimp Frying Cannon” was over 1.4 million, total of 19 million+ for both the episodes, which was the greatest record in advertising history. 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. Gossips were raised as “DoCoMo official website’s gone crazy.” “What a waste of technology!”

Explain why the method of promotion was most relevant to the product or service

We developed the world’s fastest cooking device, “Shrimp Frying Cannon” and uploaded 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”. With the 1st episode, it was to promote the two bandwidths dedicated to the LTE network, while, the 2nd episode was to claim the carrier aggregation technology that DoCoMo has succeeded to provide the fastest network by combining the two bandwidths.