We think it’s titanium. We created a super-speed cooking device which completes cooking in 3 second, controlled by computer. We believe that using the ultramodern technology to express something ludicrous is the new way of expression for advertisement.

Challenge:

DoCoMo, the largest wireless carrier in Japan, has had its’ image as a serious and an old fashioned company. Moreover, its’ communication strategy was not a news hook type either.

Objective:

1. Let viewers build excitement and thrill about the butt of a joke movie and effectively created the viral marketing with the viewer’s poke fun at the movie.

2. Sweep out the strong image of an old fashioned company of DoCoMo and lead the DoCoMo brand come much closer to the internet users.

Strategy:

We took advantage of the outdated stereotypes image of DoCoMo, and planned to create an “absolutely absurd and ludicrous contents and gave a fresh astonishment.

Outcome

Viewers record of the “Shrimp Frying Cannon” was over 1.4 million, total of 19 million+ for both the episodes, which was the greatest record in advertising history. The free publicity was reported as US$4,000,000.

Beating the viewers’ prediction, 3 second cooking instruction gave an astonishing moment and laughter.

Expected poke comments on the movie were raised from many of the viewers like, “Not fully cooked!”, “it’s not a deep-frying!”, “LOL. What a waste of technology!” and the movie was shared and retweeted to the social media channels.

Output/Awareness:

Media nor PR budgets were been allocated, however the viewers record of the “Shrimp Frying Cannon” was over 1.4 million, total of 19 million+ for both the episodes, which was the greatest record in advertising history. TV and web news media coverage was skyrocketed; the free publicity was reported as US$4,000,000.

Action/Business Impact:

1. The access to the new LTE website was boosted by 15 times more, compared to the normal running time.

2. Over 660,000 shared on Facebook and Twitter. Gossips were raised as “DoCoMo official website’s gone crazy.” “What a waste of technology!”

We developed the world’s fastest cooking device, “Shrimp Frying Cannon” and uploaded on YouTube at the end of Nov 2014.

Responding to an awaiting flood of expectant voices for the next episode to come out over the internet and TV programs, we have developed another device 3 months later to shoot the “3-second fried dumpling”, which model was being introduced as the next episode of the “3-second fried shrimp” and also uploaded the movie also on YouTube Channel.

With the 1st episode, it was to promote the two bandwidths dedicated to the LTE network, while, the 2nd episode was to claim the carrier aggregation technology that DoCoMo has succeeded to provide the fastest network by combining the two bandwidths.

The “DoCoMo’s LTE network is regarded as the fastest service in Japan,” however, it was not being well recognized by the people. The majority of SOV was snatched by the competitor, and for most of people, this largest wireless carrier has had its’ image as a serious and an old fashioned company. Moreover, its’ communication strategy was not a news hook type either.

In a word, we used the latest technology ludicrously-ever.

We took advantage of the outdated stereotypes image of DoCoMo, created an “absolutely absurd and ludicrous contents”, in which DoCoMo has never come up before, gave a fresh astonishment and succeeded in building the relationship strategy aiming to get the target audience, i.e. the internet users.