|Title||TRY! NOODLE CRADLE|
|Product / Service||IMMIGRATION PROMOTION|
|Category||D02. Research, Data Analytics & Insight Generation|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|PR||DENTSU PUBLIC RELATIONS Tokyo, JAPAN|
|Production||NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN|
|Tsudou Honda||DENTSU||Creative Director|
|Emi Kaminaga||DENTSU EAST||Art Director|
|Hidejiro Kojima||NIBAN KOBO||Producer|
|Yoshimune Takamatsu||NIBAN KOBO||Producer|
|Koji Kayano||Freelance||DOP Lighting Cameraman|
|Miroki Mitsuyasu||tohoku shinsha||Web Director|
|Yohei Nemoto||DENTSU PR||PR Planner|
|Koki Horiguchi||DENTSU PR||PR Directoer|
Under the title of “Verification! Do Babies Really Stop Crying When They Hear the Sound of slurping Udon!?”, Mr. Jun Kaname, the lieutenant governor of the Udon Prefecture himself, conducted the ‘verification experiment of the Noodle Cradle’. Kagawa Prefecture filmed the experiment and released it to the public as a PR video.
The lieutenant governor of the Udon Prefecture has succeeded in verification, that 9 out of 10 babies stopped crying! Kagawa Prefecture released PR video showing the verification process via the web on September 16 and also delivered a press release together with an astonishing verification result that 9 babies out of 10 stopped crying.
The verification video by the lieutenant governor spread in a matter of seconds. The video was covered by total 40 TV programs and newspapers, also 206 websites, which provided us with a combined advertising value of $2,800,000. When web news and TV programs started to cover this video, the question - “Do they really stop crying?!” – was raised. Since verification was carried out with only 10 people many doubted it’s validity. One after another people appeared who wanted to try it out for themselves. Finally a TV program decided to verify the fact from its own perspective. With this verification, 72.7% of people now believe in Udon’ s miracle power. And also Kagawa’s image of “pouring all effort into assisting child rearing” has jumped from 26.6% to 71.1%.
Kagawa Prefecture has been developing a policy based on a certain research outcome to project its “image of a place with better environments for child-raising”. This is because Kagawa Prefecture has changed people’s awareness with a method of verification experiments.
Verifying the ‘Noodle Cradle’, if babies stop crying by slurping sounds for real. Not the fake veryfication. In order to convince the fact that “the sound of slurping udon stops babies crying” it was essential to demonstrate the potential of udon and how serious Udon Prefecture was to the key target of relocation, babies and their mothers.