NOODLE CRADLE

TitleNOODLE CRADLE
ClientKAGAWA PREFECTURE
Product / ServiceIMMIGRATION PROMOTION
CategoryB01. Mobile Websites
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production OCTAVE NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN

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.

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

Credits

Name Company Position
TSUDOU HONDA DENTSU INC. Creative Director
SATOSHI YAMAMOTO DENTSU INC. Planner
EMI KAMINAGA DENTSU HIGASHI-NIHON Art Director
FUMIKO ISHIDA DENTSU INC. Copy Writer
ASAMI OZAWA DENTSU CREATIVE-FORCE Agency Producer
YOHEI NEMOTO DENTSU PR PR Planner
KOKI HORIGUCHI DENTSU PR PR Director
HIDEJIRO KOJIMA NIBANKOBO Producer
YOSHIMUNE TAKAMATSU NIBANKOBO Producer
YU KAWAKAMI Freelance Director/Editor
KOJI KAYANO Freelance Lighting Cameraman
HIDENORI NOHARA Freelance Stylist
KYOKO INOUE Freelance Hairmake
MIROKI MITSUYASU TOHOKU SHINSHA Web Director
ISAO YOSHIDA Freelance MA/SE
Links
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