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  • AWARDS :
    BRANDED CONTENT & ENTERTAINMENT
  • SUB CATEGORY :
    BEST INTEGRATED CAMPAIGN
  • COMPANY ENTERING :
    ADK TAIWAN, TAIPEI
  • ENTRY TITLE :
    HOUSE OF LITTLE MOMENTS
  • BRAND :
    UNI NOODLE
  • ADVERTISER :
    UNI-PRESIDENT ENTERPRISES CORP.
  • AGENCY :
    ADK TAIWAN, TAIPEI
  • CHIEF CREATIVE OFFICER :
    RICHARD YU
  • CREATIVE DIRECTOR :
    NICOLE CHEN
  • COPYWRITER :
    NICOLE CHEN/ARIEL WEI
  • ART DIRECTOR :
    BELL BAI/RYU LIU
  • ACCOUNT DIRECTOR :
    BARBIE LIN/ARIEL WEI
  • ACCOUNT MANAGER :
    HSINYI HUANG
  • ACCOUNT EXECUTIVE :
    JOE WANG
  • AGENCY PRODUCER :
    IVY LIEN
  • FILM PRODUCTION COMPANY :
    INNOVATE FILMS, TAIPEI
  • DIRECTOR :
    GING-ZIM LO
  • CAMPAIGN SUMMARY :
    OVER THE PAST 43 YEARS, UNI-NOODLE HAS PRESERVED THE GOODNESS IN ITS NOODLES WITH VERY LITTLE FLAVOURING AND BROUGHT FOND MEMORIES TO TAIWANESE. AS COMPETITORS START TO CREATE VARIETY WITH LOADS OF CONDIMENTS, BEING THE LEADING BRAND DOES PRESENT ITS CHALLENGES. EXISTING CONSUMERS MAY APPRECIATE UNI-NOODLE’S TASTE, BUT FEEL IT LACKS A SENSE OF NEWNESS. THE YOUNGER GENERATIONS DO NOT FEEL EMOTIONALLY CONNECTED WITH UNI-NOODLE. THUS, THE OBJECTIVES OF THIS CAMPAIGN ARE RE-CREATE THE PRODUCT VALUE AND REJUVENATE THE BRAND IMAGE. IN THE FOCUS GROUP, CONSUMERS STATED THAT UNI-NOODLE GOES WELL WITH EVERYTHING. AS FAR AS THEY ARE CONCERNED, HAVING INSTANT NOODLES IS ONE OF THOSE SWEET MOMENTS THEY GIVE TO THEMSELVES. SO, OUR STRATEGY IS TO SEASON UNI-NOODLE WITH THE MOST SPECIAL FLAVOURING – MOODS. WE DEVELOPED A CONCEPT – FLAVOURED BY MOODS. THEN, WE CREATED A FICTIONAL NOODLE SHOP, THE “HOUSE OF LITTLE MOMENTS”, AS THE BACKGROUND IN OUR STORY AND FILMED A MICRO MOVIE SERIES. THE OWNER OF THE NOODLE SHOP, WHO IS AS OLD AS THE BRAND, MAKES FUSION UNI-NOODLE RECIPES THAT ARE INSPIRED BY CUSTOMERS’ MOODS. THE MOVIES WERE BROADCAST BOTH ONLINE AND ON MOBILE PHONES, WHILE TEASER FILMS WERE AIRED ON TV. THEN, WE LAUNCHED A CAMPAIGN WEBSITE INCLUDES RECIPES AND COOKING DEMONSTRATION VIDEOS. AFTER VIEWING THE MOVIES, PEOPLE COULD LINK TO THE CREATIVE CUISINE RECIPES. MANY PEOPLE ACTUALLY TRIED THE RECIPES AND SHARED THE PHOTOS OF THE DISHES THEY MADE ON THE INTERNET. THE CAMPAIGN IMMEDIATELY BECAME A HOT TOPIC. WE EVEN OPENED A REAL “HOUSE OF LITTLE MOMENTS” DUE TO THE POSITIVE RESPONSES. CONSUMERS VISITED THE NOODLE SHOP AND ORDERED THINGS THAT REFLECTED THEIR MOODS. THEY SHARED THEIR EXPERIENCE ON THEIR OWN INITIATIVE, THUS CREATING EVEN MORE BUZZ.
  • THE BRIEF :
    THE OBJECTIVES OF THIS CAMPAIGN ARE RE-CREATE THE PRODUCT VALUE AND REJUVENATE THE BRAND IMAGE. OUR MAIN OBJECTIVES ARE: 1.TO INCREASE THE BRAND LOYALTY OF EXISTING CONSUMERS AGED 35 TO 45 2.TO INCREASE THE BRAND PREFERENCE OF YOUNG GENERATION AGED 20 TO 34
  • THE STRATEGY :
    OUR PRIMARY TARGET AUDIENCE IS POTENTIAL YOUNG CUSTOMERS AGED 20 TO 34. BASED ON THE SURVEY RESULTS, CONSUMERS STATED THAT: 1. UNI-NOODLE GOES WELL AND TASTES GOOD WITH EVERYTHING. 2. HAVING INSTANT NOODLES IS ONE OF THOSE SWEET, PRIVATE MOMENTS ONE CAN ENJOY. SO, OUR STRATEGY IS TO SEASON UNI-NOODLE WITH THE MOST SPECIAL FLAVOURING – MOODS. WE FILMED A MICRO MOVIE SERIES, THE THEME OF WHICH ALL COMES FROM FAIRLY COMMON EXPERIENCE AND SENTIMENTAL FEELINGS AMONG TARGET AUDIENCE – SUCH AS A HARD FEELING CAUSED BY REJECTION, THE JOY OF FINDING SOULMATE, THE UNFORGETTABLE MEMORY OF EX, A ROMANTIC ENCOUNTER, AND THE GREAT GRIEF OF LOSING A LOVED ONE. THE APPEALING MOVIES IMMEDIATELY BECAME A HOT TOPIC BETWEEN YOUNG PEOPLE IN TAIWAN. BESIDES, THE MOVIES WERE BROADCAST BOTH ONLINE AND ON MOBILE PHONES WHICH ARE THE MOST POPULAR MEDIA AMONG THE TARGETED YOUNG PEOPLE.
  • THE EXECUTION :
    WE FILMED A MICRO MOVIE SERIES WHICH STAGED IN A FICTIONAL NOODLE SHOP NAMED THE “HOUSE OF LITTLE MOMENTS”. THE OWNER OF THE NOODLE SHOP MAKES FUSION UNI-NOODLE RECIPES THAT ARE INSPIRED BY CUSTOMERS’ MOODS. THE MOVIES WERE BROADCAST BOTH ONLINE AND ON MOBILE PHONES, WHILE TEASER FILMS WERE AIRED ON TV. THEN, WE LAUNCHED A CAMPAIGN WEBSITE INCLUDES RECIPES AND COOKING DEMONSTRATION VIDEOS. AFTER VIEWING THE MOVIES, PEOPLE COULD LINK TO THE CREATIVE CUISINE RECIPES. MANY PEOPLE ACTUALLY TRIED THE RECIPES AND SHARED THE PHOTOS OF THE DISHES THEY MADE ON THE INTERNET. THE RESPONSES WERE SO POSITIVE THAT WE DECIDED TO OPEN A REAL NOODLE SHOP. WE ALSO DID OUTDOOR ADVERTISING TO ANNOUNCE THIS INFORMATION! CONSUMERS WHO WERE TOUCHED BY THE MOVIES VISITED THE NOODLE SHOP AND ORDERED THINGS THAT REFLECTED THEIR MOODS. THEY SHARED THEIR EXPERIENCE ON THEIR OWN INITIATIVE, THUS CREATING EVEN MORE BUZZ.
  • THE RESULT :
    THE MICRO MOVIE SERIES GOT OVER 8.7 MILLION VIEWS ON YOUTUBE WITHIN 3 MONTHS AND WAS HONORED WITH YOUTUBE TAIWAN BEST COMMERCIAL RANKING FOR Q1 2015. THE MICRO MOVIES CREATED BIG BUZZ AND GOT OVER 960 COMMENTS. MANY PEOPLE SAID THEY’D LOVE TO VISIT THE NOODLE SHOP IF IT REALLY EXISTED. SO WE OPENED A REAL “HOUSE OF LITTLE MOMENTS”. CONSUMERS VISITED THE NOODLE SHOP AND ORDERED THINGS THAT REFLECTED THEIR MOODS. THEY SHARED THEIR EXPERIENCE ON THEIR OWN INITIATIVE, THUS CREATING EVEN MORE BUZZ. THE ORIGINAL SOUND TRACK OF EACH MICRO MOVIE AND THE COOKING DEMONSTRATION VIDEOS OF THE FIVE CREATIVE CUISINE ALSO GOT OVER 1 MILLION VIEWS ON YOUTUBE. AFTER THE CAMPAIGN LAUNCHED, THE SALES INCREASED BY 37%. THE CAMPAIGN STRENGTHENED BRAND LOYALTY AND ATTRACTED MORE YOUTH. NOW, UNI-NOODLE DOESN’T ONLY SYMBOLIZE SIMPLE, DELICIOUS INSTANT NOODLES, BUT HAS EVOLVED INTO A MOOD-EXPRESSING FOOD BRAND. UNI-NOODLE SUCCESSFULLY STRENGTHENED ITSELF AS THE LEADING BRAND IN TAIWAN INSTANT NOODLE MARKET.