Challenge/Situation:

The largest wireless carrier, NTT DoCoMo, has an image as a serious and an old fashioned company.

Objective:

Sweep out the strong image of an old fashioned company of NTT DoCoMo and help the DoCoMo brand come much closer to internet users and make them feel as if it is “yours”

Strategy:

We created “absolutely absurd and ludicrous content”, and provided fresh astonishment to get the target audience.

Execution

We developed the world’s fastest cooking device, “Shrimp Frying Cannon” and uploaded it on the YouTube Channel. Responding to an awaiting flood of expectant voices for the next episode, we developed another device 3 months later to shoot the “3-second fried dumpling”.

Outcome

Viewers 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 skyrocketed; the free publicity was reported as US$4,000,000. Over 660,000 shared on Facebook and Twitter.

The Key 'PR' elements of the campaign:

We adopted a technique that involves people. As people naturally respond to what they watch, the footage was spread by people all over the world through SNS and internet despite the zero advertising cost. Thus, the footage was introduced as ‘a popular video in the world’ in information programs on all commercial broadcasting stations.

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.