| Title | CUP NOODLE XV |
| Brand | NISSHIN FOOD PRODUCTS CO.,LTD |
| Product / Service | CUP NOODLE |
| Category | B05. Use of Broadcast |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Idea Creation 2 | FREEWAYS Tokyo, JAPAN |
| Media Placement | DENTSU INC. Tokyo, JAPAN |
| Media Placement 2 | SQUARE ENIX Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Production | P.I.C.S Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Ido Masakazu | DENTSU Inc. | Executive Creative Director |
| Dai Hirose | DENTSU Inc. | Copywriter |
| Mai Shibatani | DENTSU Inc. | Art Director |
| Shunsuke Kaga | DENTSU Inc. | National Strategy/ Planning Director |
| Takahiro Kunishi | DENTSU Inc. | Producer |
| TAKCOM | P.I.C.S. management | Director |
| Takahiko Kajima | P.I.C.S. Co., Ltd. | Producer |
| Kakuko Obinata | SQUARE ENIX CO., LTD. | Chief Creative Officer |
| Akio Katsuta | Freeways | Chief Creative Officer |
| Shinya Kaburagi | DENTSU Inc. | Account Supervisor |
| Keisuke Fujita | DENTSU Inc. | Account Supervisor |
| Kenji Kozono | DENTSU Inc. | Account Supervisor |
| Asuka Sasaki | DENTSU Inc. | Account Supervisor |
| Sunao Sakamoto | DENTSU Inc. | Account Supervisor |
Under the authorization of SQUARE ENIX, we picked mischief with “FINAL FANTASY XV” CM which announced the on sale date of this game. When the game geeks gazed a TV monitor to watch this on-sale announcement CM, the “Cup Noodle“ CM featuring “FINAL FANTASY XV” was appeared in front of them. What we did that we modified (like hacked) each scene composing this game CM and produced unprecedented Cup Noodle CM.
We picked mischief with “FINAL FANTASY XV” CM. Which announced the on sale date of this game. What we did was that we forcibly modified each scene composing this game CM and produced Cup Noodle CM - replacing the throne to Cup Noodle, weapons to huge forks, monsters to ingredients. Soon after we carried on this surprise broadcast to the gamers, we announce a joint statement“This CM was produced to proof the tight friendships between NISSIN SHOKUHIN and SQUARE ENIX.” We also managed to tie the gamers and Cup Noodle closer than ever offering " Cup Noodle Headgears" that the gamers can DL for the main game character to wear during the game.
This rather shocking collaboration buzzed big time all over the world and "Cup Noodle" image was burnt into the gamers' memory. (1) Both companies official tweet about these CMs reached 160,000 re-tweets (2) No.1 booster search word in Yahoo (3) Over400 media world-wide featured these CMs We stimulated the gamers’ creative spirits and appetite leading them to create a FUN-culture. They uploaded funky collage images to SNS sites, homage to Cup Noodle. Most images are extracted scenes of “Cup Noodle” appeared in the stage of “FINAL FANTASY XV”. Finally over 82 million impressions of related Tweets, and they have been continuously posted.
We have directly approached targets interested in nothing but games, by utilizing the game world as a communication platform. We hacked sales commercials and employed In-Game Product Placement of high-profile products for which the users have a passionate eye. As a result, we not only evoked their appetite, but also strongly emphasized Cup Noodle’s presence.
Total of 1.1 billion copies have been sold, a popular RPG game series “FINAL FANTASY” has released the newest title “FINAL FANTASY XV” after 7 years. Under the authorization of SQUARE ENIX, we worked closely with the game creators and hacked FINAL FANTASY world with “Cup Noodle” in order to maximize its brand presence in an unexpected way.