We developed the world’s fastest cooking device, “Shrimp Frying Cannon” and uploaded the movie on YouTube Channel of "NTT DoCoMo" 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 frying shrimp” and also uploaded the movie also on YouTube Channel.

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 “LOL. What a waste of technology!”.

Output/Awareness:

Viewers record of the “Shrimp Frying Cannon” was over 1.4 million, total of 19 million+ for both the episodes. 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.

Target Audience/Insight:

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 by the target audience, i.e. the internet users. Moreover, its’ communication strategy was not a news hook type either.

Idea:

We took advantage of the outdated stereotypes image of DoCoMo, created an “absolutely absurd and ludicrous contents”, in which DoCoMo has never come up before, gave a fresh astonishment and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 them.