10 Minutes Noodle|短视频|广告营销案例【ADGuider广告指南】

10 分钟面条

案例简介：概要当吃杯拉面时，日本人用计时器来精确记录面条烹饪所需的时间。直到有一天，一名男子在推特上说，10 分钟后，唐贝面条的味道甚至比指定的 5 分钟更好。这个词立即传播开来，并成为那些想尝试的人和实际尝试的人的话题。相关性这项活动成功地促使人们的感知和行为发生了变化，同时显著增加了销售额。活动描述日清立即对这种情况做出回应，正式道歉，承认尽管规定唐贝需要 5 分钟烹饪，但让它保持 10 分钟，面条也一样好吃。日清在他们的网站和新闻节目中正式道歉，制作电视广告和在线视频，宣传 “10 分钟唐贝” 的概念。战略这是一场对个人高音者的响应运动，他提出了一个新的烹饪概念，即 “10 分钟的唐贝”。通过在推特上已经存在的 “10 分钟的唐贝” 嗡嗡声的基础上，日清能够获得消费者的好感度，同时旨在进一步传播意识。日清还制作了电视广告和工具来展示他们的承诺，不断努力让 “10 分钟的唐贝” 成为消费者的热门话题。结果 10 分钟的 DONDEI 在日本各地变得非常受欢迎，引起了人们的热议，导致该产品在全国销售一空。除了 10 分钟的版本之外，人们还开始尝试其他新的方式来享受 DONDEI，创造了进一步的嗡嗡声和对话，同时在日本人民 spreading 传播和推广烹饪多样性的概念。该活动还导致日清的销售额比前一年增长 150%。执行在最初发布 “10 分钟 Donbei” 概念的推特发布 5 天后，日清宣布为他们的道歉创建一个网站。接下来是 “10 分钟的唐贝” 电视广告，几天后开始播放。此外，一个支持 “10 分钟 Donbei” 的工具，即 “10 分钟 Donbei 计时器” 在 XXX 天后可用。

10 分钟面条

案例简介：Synopsis When eating Cup Ramen, the Japanese use timers to exactly time the minutes required for the noodles to cook. This was until one day, a man tweeted that Donbei noodles tasted even better after 10 minutes, rather than the designated 5. The word spread immediately and became a topic of conversation through those wanting to try it and those who actually did. Relevancy The campaign successfully prompted a change in people’s perception and behavior, while significantly increasing sales. Campaign Description Immediately responding to the situation, Nissin made an official apology, recognizing that despite stipulating that Donbei requires 5 minutes to cook, leaving it for 10 minutes made the noodles just as tasty. Nissin officially apologized on their website and on news shows, creating TV commercials and online videos that promoted the “10-minute Donbei” concept. Strategy This was a responsive campaign to an individual tweeter who came up with a new culinary concept, the “10-minute Donbei”. By building on the “10-minute Donbei” buzz that already existed on Twitter, Nissin was able to gain consumer favorability, while aiming to further spread awareness. Nissin also created TV commercials and tools that showcased their commitment, making a continuous effort to keep the “10-minute Donbei” topical among consumers. Outcome The 10-minute DONDEI became incredibly popular all across Japan, the buzz leading to the product selling out all over the country. In addition to the 10-minute version, people started to experiment other new ways to enjoy DONDEI, creating further buzz and conversation, consequently spreading and promoting the concept of culinary diversity amongst the Japanese people. The campaign also resulted in NISSIN achieving a 150% increase in sales over the previous year. Execution After 5 days following the initial tweet introducing the “10-minute Donbei” concept, Nissin announced the creation of a website for their apology. This was followed by “10-minute Donbei” TV commercials that began to air XXX days later. In addition, a tool to support the “10-minute Donbei”, the “10-minute Donbei timer” was made available after XXX days.