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  • SUB CATEGORY :
    USE OF FILM & AUDIO
  • COMPANY ENTERING :
    DENTSU INC., OSAKA
  • TITLE :
    "8 IN 1 COMMERCIAL"
  • BRAND :
    NISSIN CUP NOODLE
  • ADVERTISER :
    NISSIN FOODS HOLDINGS CO., LTD.
  • AGENCY :
    DENTSU INC., OSAKA
  • EXECUTIVE CREATIVE DIRECTOR :
    KAZUNORI SAITO
  • CREATIVE DIRECTOR :
    REI HANADA
  • ART DIRECTOR :
    SHOGO SUGIMOTO
  • COPYWRITER :
    REI HANADA/KAYA KOIKE
  • AGENCY PRODUCER :
    TAKAO FUKUSHIMA
  • ACCOUNT EXECUTIVE :
    YUICHIRO SHIMADA/ATSUSHI MUKUNOKI/ATSUO SOBAJIMA/ KEISUKE SHINTAKU/TSUYOSHI UNOKI/SARA NAKAJIMA/YU AIURA
  • FILM PRODUCTION COMPANY :
    SODA! COMMUNICATIONS INC., TOKYO
  • DIRECTOR :
    JUN TAMUKAI
  • CINEMATOGRAPHER :
    KEI FUJITA
  • GAFFER :
    YUYA OKAZAKI
  • PRODUCER :
    NAOSHI ISONO/TOSHIYA KONNO
  • PRODUCTION MANAGER :
    RYUYA FUCHIGAMI/SARA YORIMITSU
  • PRODUCTION DESIGNER :
    YOSHIHIRO NARUTAKI
  • POST-PRODUCTION COMPANY :
    SODA! COMMUNICATIONS INC., TOKYO
  • OFFLINE EDITOR :
    MASAYUKI KUBO/KENJI ICHIHARA
  • ONLINE EDITOR :
    TAKAHIRO OTA
  • CAMPAIGN SUMMARY :
    NISSIN CUP NOODLE is a popular instant noodle on a global scale. In Japan, it is also loved mainly among the young people. Regardless of brand’s popularity, it has a problem that “it is NOT known for its rich lineup”. There are many flavors of Cup Noodles, but only three or four are usually lined up in the stores. As a result, many young people only knew about a few of them. In order for target to learn more about flavors lineup, we needed campaign that consumers would want to talk about flavors they don’t know yet. Then, we came up with a revolutionary idea to solve this problem. Nissin Cup Noodle Presents “8 in 1 Commercial”. The target, or rather, the accomplices, is young people who recognize NISSIN FOODS as a "playful company". In the 8 in 1 Commercial, 8 different flavors appear in one commercial at the same time. This means, if you once watch this commercial, you will surely miss the other seven. Dare them to choose, and make them miss the others. The TVC was broadcasted continuously and abruptly over and over mainly during popular evening programs. The structure of the commercial captured today’s young people who tend to "Fear of Missing Out", and they actively wanted to watch the commercial over and over again. There were many responses on social media and websites where individual video was posted. The commercials sparked conversations about flavors they had never heard of. As a result, all eight products lined up on the shelves of convenience stores! Not only was the target audience surprised and intrigued, but we also gained sales floor space. The result was exactly “killing 8 birds with one stone”.
  • THE BRIEF :
    NISSIN CUP NOODLE brand is selling 50 billion products globally and is a popular cup noodle on a global scale. In Japan, it is also popular mainly among young people and is known as a national food. Regardless of brand’s popularity, it has a problem that “it is NOT known for its rich lineup”. In the instant noodle section of Japanese retail stores, many companies are developing new products one after another. They are competing by selling new flavors, but it turns out the products are just being replaced. NISSIN CUP NOODLE was not exceptional. There are many flavors of Cup Noodles, but only three or four are usually lined up in the stores. As a result, many young people only knew about a few of them. To solve this problem, we came up with a revolutionary idea. Nissin Cup Noodle Presents “8 in 1 Commercial”.
  • THE STRATEGY :
    The target, or rather, the accomplices, is young people who recognize NISSIN FOODS as a "playful company". In the 8 in 1 Commercial, 8 different flavors appear in one commercial at the same time. This means, if you once watch this commercial, you will surely miss the other seven. Dare them to choose, and make them miss the others. Distract them and make them want to watch it again.
  • THE EXECUTION :
    The TVCF was broadcasted continuously and abruptly over and over mainly during popular evening programs. The structure of the commercial captured today’s young people who tend to "Fear of Missing Out", and they actively wanted to watch the commercial over and over again. There were many responses on social media and websites where individual video was posted. The commercials sparked conversations about flavors they had never heard of and the brand’s rich lineup became widely known eventually.
  • THE RESULT :
    As a result, all eight products lined up on the shelves of convenience stores! Not only was the target audience surprised and intrigued, but we also gained sales floor space. It moved the client’s business through distribution eventually. The result was exactly “killing 8 birds with one stone”.
  • URL 1 :
    https://www.nissin.com/jp/products/cm/319