Chikin Ramen is the world’s first instant ramen noodle that has been loved for over 58 years since its launch. There was a mood in Japan where people were satiated with the trend of “buzz” and “viral” on recent advertisements.

We created a video of the world’s first instant ramen noodle, “Chikin Ramen” that would go viral in an instant. Within the 3 minutes video that is the same duration for the Chikin Ramen to be cooked, we filled in 20 of the motifs that are commonly used to make viral movies in Japan.

Samurai, drones, high school girls, cats, idol and many others rapidly appear and at the end of the movie, we emphasized paradoxically the importance of the long-loved brand rather than fads that come and go.

We launched the movie on video-hosting media such as YouTube, one month before the Chikin Ramen anniversary.

On YouTube, we built in gimmick that when you turn on the subtitle, you will see the commentary of the motif used in that section of movie, resulted in repeat viewers.

In addition, we promoted mutual communication with the users by sharing the clip on SNS of the official character of Chikin Ramen, Youtuber, and idol who were hiding in the movie, and challenging whether the followers were able to spot them in the video.

In addition, we promoted mutual communication between viewer and various character hiding the movie, such as official character of Chikin Ramen, Youtuber, and idol giving a comment and challenging the followers whether they can spot them in the movie on SNS.