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  • SUB CATEGORY :
    LAUNCH/RE-LAUNCH
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    AKUMA NO KIMURA (DEMONICALLY SPICY RAMEN)
  • BRAND :
    CHICKEN RAMEN
  • ADVERTISER :
    NISSIN FOODS HOLDINGS CO., LTD.
  • AGENCY :
    DENTSU INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    ICHIRO KINOSHITA/KAZUNORI SAITO
  • CREATIVE DIRECTOR :
    KOTA TOHATA
  • COPYWRITER :
    MIWAKO HOSOKAWA/NORIAKI ONOE/RYU TAMOGAMI
  • ART DIRECTOR :
    YUSUKE IMAI
  • ACCOUNT EXECUTIVE :
    YUICHIRO SHIMADA/TAKEHIKO SHIMURA/TSUYOSHI SONE/YUKA HORITA
  • PLANNER :
    NORIAKI ONOE/RYU TAMOGAMI
  • FILM PRODUCTION COMPANY :
    GEEK PICTURES INC., TOKYO
  • DIRECTOR :
    SOJIRO KAMATANI/MASAFUMI MORIWAKI
  • CINEMATOGRAPHER :
    MASAHIKO SOMA
  • GAFFER :
    MASAHIKO SOMA
  • EXECUTIVE PRODUCER :
    YUJI OZAWA
  • FILM PRODUCER :
    AKIO NAKATA
  • PRODUCTION MANAGER :
    TAMAKI HASHIMOTO
  • POST-PRODUCTION COMPANY :
    DIGITAL GARDEN INC., TOKYO
  • EDITOR :
    TAKAYUKI TOCHIZAWA (L'ESPACE VISION)
  • FLAME ARTIST :
    DAISUKE MIYAKO (DIAMOND SNAP)
  • SPECIAL EFFECTS COMPANY :
    SCIENCE SARU INC., TOKYO/CLIVE INC., TOKYO/J.C. SPARK INC., TOKYO
  • TECHNICAL DIRECTOR :
    YUKI HATANAKA
  • ANIMATOR :
    TESTUYA TATAMITANI
  • DESIGNER :
    JUNYA SATO
  • PRODUCER :
    SATOSHI KUNO
  • SOUND PRODUCTION COMPANY :
    ONGAKUSHITSU, INC., TOKYO
  • SOUND STUDIO PRODUCER :
    SETSU FUKUSHIMA
  • CAMPAIGN SUMMARY :
    AS THE WORLD'S FIRST INSTANT NOODLES, CHICKEN RAMEN WELCOMED ITS 60TH ANNIVERSARY, BUT ITS USERS WERE GROWING PROGRESSIVELY OLDER. THAT’S WHAT PRECIPITATED THE LAUNCH OF A NEW SPICY PRODUCT TARGETING YOUNG PEOPLE, AKUMA KIMURA, WHICH LOOSELY TRANSLATES TO DEMONICALLY SPICY RAMEN. CHICKEN RAMEN'S NATIONALLY POPULAR MASCOT CHARACTER, HIYOKO-CHAN (A CHICK) WAS TRANSFORMED INTO A DEMON, TO CARRY OUT THE “DEMON CAMPAIGN". ON THE ALWAYS CUTE HIYOKO-CHAN'S ACCOUNT, A TWEET TO THE EFFECT OF, “I'VE HAD ENOUGH!” SUDDENLY APPEARED. THIS WAS FOLLOWED BY THE MESSAGE, “NO MORE GOODY-GOODY”, A STATEMENT OF RESIGNATION, AND GRAFFITI SEEMINGLY DEFACING OTHER BRAND'S SITES. AS THE CAMPAIGN STARTED TO BECOME A HOT TOPIC,
    A COMMERCIAL FEATURING THE CHICK TRANSFORMING INTO A DEMON WAS RELEASED. A SPECIAL SITE VIEWABLE ONLY AT NIGHT WAS MADE, WITH COMMENTARY AND CURATION FROM AN OCCULT MAGAZINE. WE ALSO LAUNCHED A MAGIC “DEMON-SUMMONING” LUNCHEON MAT PRESENT GIFT CAMPAIGN. BY RELEASING THE COMMERCIAL AFTER BUILDING BUZZ ON SNS AND MAKING NEWS AS AN ADVANCE ENTRY POINT, WE MADE IT A TOPIC FOR NOT ONLY YOUNG PEOPLE, BUT ALL GENERATIONS.
  • THE BRIEF :
    USERS OF CHICKEN RAMEN, THE WORLD’S FIRST INSTANT NOODLES, WERE GETTING OLDER ON AVERAGE, SO WE DEVELOPED A PRODUCT CALLED AKUMA NO KIMURA (DEMONICALLY SPICY RAMEN) TARGETED AT YOUNG PEOPLE AND CARRIED OUT A CAMPAIGN TO GET A LOT OF ATTENTION.
  • THE STRATEGY :
    CHICKEN RAMEN WAS SLOWLY BECOMING SOMETHING FOR OLDER GENERATIONS. TO REACH THE TARGET OF YOUNG PEOPLE, WE DESIGNED THE CAMPAIGN TO START ON SNS. IT FEATURED A HOOK OF THE WELL-KNOWN AND LOVED ADORABLE MASCOT CHARACTER SIMILAR TO A MICKEY MOUSE, HIYOKO-CHAN, UNDERGOING A TOTAL TRANSFIGURATION. HIYOKO-CHAN BEGAN ACTING OUT OF CHARACTER, ENGAGING IN DELINQUENT ACTIVITY, TO MAKE AN APPEAL FOR THE PRODUCT. NOTHING ATTRACTS ATTENTION MORE THAN A PERFECTLY INNOCENT AND WELL-BEHAVED CHILD TRANSFORMING INTO A BAD ONE. IN JAPAN, WHERE TELEVISION COMMERCIALS HAVE OVERWHELMINGLY STRONG INFLUENCE, IT CAN BE SAID TO BE FIRST CAMPAIGN EVER TO START ON SNS, THEN CONNECT TO A COMMERCIAL, FOR EVEN GREATER EFFECT.
  • THE EXECUTION :
    THE “DEMON CAMPAIGN” WAS IMPLEMENTED IN THE FOLLOWING WAY.
    1. THE INVARIABLY CUTE CHICK’S TWITTER ACCOUNT SUDDENLY POSTED THE TWEET SAYING, "I’VE HAD ENOUGH!" 2. A RESIGNATION TO THE EFFECT, "NO MORE GOODY-GOODY" WAS POSTED ON THE BRAND SITE.
    3. GRAFFITI WRITTEN ON OTHER PRODUCT SITES. 4. AS THE TOPIC REACHED PEAK ATTENTION, THE COMMERCIAL WAS PRE-RELEASED ON TWITTER, FOLLOWED BY TELEVISION BROADCAST. 5. THE SITE TRANSFORMED INTO A DEMON VERSION AT NIGHTTIME ONLY. AN OCCULT MAGAZINE OFFERED COMMENTARY TO READ. 6. BY TWEETING THE PHRASE, “#3 MIN SUMMONING”, YOU COULD GET A CHANCE TO WIN A SPECIAL BOWL AND “DEMON SUMMONING LUNCHEON MAT”, UNDER SUPERVISION OF THE OCCULT MAGAZINE.
  • THE RESULT :
    BRAND SALES INCREASE OF 150%. NUMBER 1 RANKING TVCM FOR TRIAL PRODUCT. CM VIDEO PLAYBACKS OF OVER 5.2 MILLION. 200,000 TOTAL RETWEETS. 300,000 LIKES. FOLLOWERS INCREASED BY 2.7 TIMES. HIGHEST EVER ACCESS NUMBERS TO THE SITE (40 TIMES NORMAL).