Why is this work relevant for Brand Experience & Activation?

This work is a launch campaign for Ethnic noodle product from NISSIN. The core target is young women who get hooked on social media. The core target is young women who get hooked on social media. Considering the target audience's insight, we focused on “Hinting” on social media. The target audience is interested in “Hinting”, so we decided to take advantage of this trend and make a new brand experience of the product. As a result, this video went viral, and achieved a successful activation.

Background

●Brief A launch campaign for Ethnic noodle product from NISSIN. The core target is young women who get hooked on social media.

Describe the creative idea (20% of vote)

"Hinting" was a social trend in Japan in 2020. Hinting you are in a relationship on social media, is an act about not bragging about your relationship too obviously but bragging through giving people clues and hints so that they will notice. We found that these acts of “Hinting” are very actually quite charming and hope that we will be able to change how the majority of society see it.

Describe the strategy (20% of vote)

The core target is young women who get hooked on social media. Considering the target audience's insight, we focused on “Hinting” on social media. The target audience is interested in “Hinting”, so we decided to take advantage of this trend and express as a video introducing the product.

Describe the execution (30% of vote)

We launched the “Hinting Ethnic” video. When our audiences thought we are trying to explain these techniques of “Hinting” through our video, but it was actually our ethnic noodle products and logo that are being “Hinting”. We show that how a company can quietly brag about their product charmingly. When we release the video, we also ask our female cast to do some “Hinting” post on social media, which became a viral news that day. The next day, we release a behind the scenes video featuring her viral social network post, showing that it was an ad campaign for our products all along.

List the results (30% of vote)

We get 7million views on twitter, and 800 thousand views on Youtube. We also get 120 thousand retweet and 350 thousand likes, which created 35-million-yen profit on Web PR. We also got featured on various tv shows, creating a buzz within the country.