To achieve this goal, we created the brand movie which will go viral in “Instant” for this world first instant noodle. In the duration of 3 minutes, which is the same time as the time for making noodle, we incorporated 20 commonly used motif in viral ad. Samurai, drone, high school girl, cat, idol, etc…were appeared one after another in the movie and at the end of the movie, we emphasized paradoxically the importance of the brand that is loved over many years, rather than chasing after fads.

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.

After the launch, the movie catches an eye of trend-conscious viewer, and literally wend viral in “Instant”.

As a result, the video was viewed 50 times more than the commercials that were launched at the same time on YouTube. Moreover, this video was also taken up by various domestic and overseas medias, and recorded about $940,000 in advertising equivalent value.

We succeeded in delivering the brand value of “being loved continuously over the year” to a wider range of people which were not possible with regular TV commercials.

Also the parody of this movie was made by viewer, and that created several debates over the approach on advertisement strategy.