AKUMA KIMURA

TitleAKUMA KIMURA
ClientNISSIN FOODS HOLDINGS CO., LTD.
Product / ServiceAKUMA KIMURA
CategoryA01. Food & Drink
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production GEEK PICTURES Tokyo, JAPAN
Production 2 SCIENCE SARU Tokyo, JAPAN

The Campaign

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.

The Brief

·TVCM:30 million yen ·WEB:1.5 million yen ·Graphic:1 million yen

Creative Execution

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

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

·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

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

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.

Credits

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
Links
Video URL