| Title | AKUMA KIMURA |
| Brand | NISSIN FOODS HOLDINGS CO., LTD. |
| Product / Service | AKUMA KIMURA |
| Category | A01. Food & Drink |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | GEEK PICTURES Tokyo, JAPAN |
| Production 2 | SCIENCE SARU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kashiwa Sato | SAMURAI INC. | ECD |
| Ichiro Kinoshita | DENTSU INC. | ECD |
| Kazunori Saito | DENTSU INC. | ECD |
| Kota Tohata | DENTSU INC. | CD |
| Miwako Hosokawa | DENTSU INC. | CW |
| Noriaki Onoe | DENTSU INC. | PL/CW |
| Ryu Tamogami | DENTSU INC. | PL/CW |
| Yusuke Imai | DENTSU INC. | AD |
| Yuichiro Shimada, Takehiko Shimura, Tsuyoshi Sone, Yuka Horita | DENTSU INC. | AE |
| Takafumi Arimitsu | DENTSU CREATIVE FORCE INC. | CP |
| Yuji Ozawa, Akio Nakata | GEEK PICTURES INC. | Producer |
| Tamaki Hashimoto | GEEK PICTURES INC. | Production Manager |
| Sojiro Kamatani | Qotorifilm inc. | Director |
| Masahiko Soma | SUN'S Ltd. | Lighting |
| Mieko Abe | Abe Foods Motif | Cooking |
| Takayuki Tochizawa | L’espace Vision | Offline Editor |
| Daisuke Miyako | Diamond Snap,Inc. | Online Editor |
| Setsu Fukushima | Ongakushitsu.inc | Music |
| SCIENCE SARU | SCIENCE SARU INC. | Animator |
| Tetsuya Tatamitani | HOTZIPANG.INC | Animator |
| Ailiph Doepa | Actor | |
| kaoru | Actor | |
| Gakken Mu | Gakken Plus Co.,Ltd. | Supervisor |
| Satoshi Kuno | CLIVER inc. | WEB Producer |
| Masafumi Moriwaki | hieroglyph | WEB Director |
| Junya Sato | WEB Designer | |
| Yuki Hatanaka | HUBRIC INC. | WEB Technical Director |
| Toshinori Obuchi, Sari Ogino, Ayaka Ino, Rikito Fujitani | J.C. SPARK Inc. | Gr Designer |
| Tomonori Kamio | GODTAIL | Gr Illustrator |
The idea of redesign the image of the character turning from good to evil for first time in the history called “demoniac campaign”. Eventually Hiyoko-chan end up in being evil in TVCM.
·TVCM:30 million yen ·WEB:1.5 million yen ·Graphic:1 million yen
1.Suddenly Hiyoko-chan starts tweeting about unpleasant feeling, saying “I can not take this anymore.” 2.At the same time a resignation letter for NISSIN FOOD PRODUCTS which is a manufacturer of Chicken Ramen, unexpectedly apprears on website saying that “I am tired of being good boy.” 3.The websites of the other brands of NISSIN are deluged with graffiti complaining about other brand. 4.When the campaign got the attention the most, the TVCM is launched in twitter first and then played on TV. 5.The devil-theme special website can be accessed only midnight in which “Gekkan Mu” expound about TVCM. (Gakken Mu is long sellor magazine specialized in supernatural, evil, and fortune-telling.) 6.People can win the prize such as special luncheon mats and bowls to eat the new flavor of Chicken Ramen if it tweets with #devilsummonwithin3min
·The sales increased by150% ·No.1 TVCM which make people want to try the product ·TVCM has been received over 5.2 millions views ·0.2 million RT on SNS ·0.3 million Liked on SNS ·Increased the number of followers on SNS account by 2.7 times ·Grew website traffic by 40 times
This campaign could give a brand new experience to the audience by dramatically changing a character of Chicken Ramen with release of new flavor of it. The character called “Hiyoko-chan” which is a character of Chicken Ramen and has favorable impression on Japanese people for a long time.
This strategy is targeting on the young generations. Before TVCM come out, we developed a teaser campaign through SNS which makes topic in advance. As a result, this campaign spread to all generation.