Spicy Kaijin Takes Over Sushi King
2. Audio Kancils [2.2a Best use of branded audio content: Single]
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Links:
Product/Service:
Food & Beverage
Client:
Sushi King
Brief:
To develop a launch campaign of Sushi King’s new limited time offer
Spicy menu by strengthening Sushi King’s position as a brand that
blends Japanese authenticity with Malaysian taste preferences.
Drive awareness and affinity by positioning Sushi King as the
challenger, challenging all Malaysians to be brave and challenge the
spice.
Solution:
Observation:
Many Malaysians grew up watching Japanese tokusatsu shows like
Ultraman and Kamen Rider; they developed a nostalgic love for these
shows featuring unusual supervillains like kaijin
(i.e. strange/mysterious person).
Idea:
So we created a tokusatsu-inspired supervillain — Spicy Kaijin — who
took over Sushi King with his spicy Japanese food.
By bringing a nostalgic piece of Japanese pop culture into a distinctly
Malaysian love for spice, Sushi King challenged everyone to face a
threatening spicy takeover.
