Cannes Lions

Rolling Stockers

TOPPAN PRINTING, Tokyo / NISSIN FOOD PRODUCTS CO. / 2020

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Case Film
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Overview

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Credits

Overview

Background

One practical aspect of maintaining urban living is the importance of stocking food supplies for use in emergency situations. Instant foods are ideal for use as stocked supplies. Nissin Foods, the manufacturer of Cup Noodles and other instant food brands, has conducted activities to increase understanding for the rolling stock method in order to raise awareness for the importance of maintaining emergency supplies.

Idea

Once people stock emergency supplies, they tend to relax and forget about them. This is one reason why the rolling stock method does not work as intended. Therefore, to prompt people to remember to maintain their supplies, we made people who create a rolling stock of emergency supplies members of a group and gave them a name. The name is Rolling Stockers. Using a name that sounds like a rock band, we had people join the Rolling Stockers to build a sense of ownership and create sustained awareness for maintaining their emergency food supplies.

Strategy

It is easy to get people to begin stocking supplies when their disaster awareness is at a high level. Therefore, we made the initial point of contact events held on the topic of disaster preparedness. We got participants at disaster preparedness events to become members of the Rolling Stockers, and had them first continue to practice the rolling stock method on their own and also spread the word about the Rolling Stockers approach to their social circles through social media. Along with this, we launched the Cup Noodles Rolling Stock Set as a subscription model to lay the groundwork for people to continue practicing the rolling stock method.

Execution

From August to November 2019, we set up the Rolling Stock Education Booth at events held in three locations in Japan (Chitose City, Hokkaido Prefecture; Osaka City, Osaka Prefecture; Tachikawa City, Tokyo Prefecture). We handed out an original leaflet that summarized tips for practicing the rolling stock method and the usefulness of instant ramen as an emergency food. We also held a quiz rally to educate participants about the rolling stock method in a way that was fun. To build awareness for practicing the rolling stock method, we gave booth visitors Rolling Stockers original member cards. We made stock stickers available on our website that could be used in pairs, so that one sticker could be put on stock cupboards and a matching sticker put in another useful place.

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