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SUB CATEGORY :
BEST USE OF FICTION FILM
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COMPANY ENTERING :
ADK TAIWAN, TAIPEI
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ENTRY TITLE :
HOUSE OF LITTLE MOMENTS SEASON 2
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BRAND :
UNI NOODLE
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ADVERTISER :
UNI PRESIDENT
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AGENCY :
ADK TAIWAN, TAIPEI
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CHIEF CREATIVE OFFICER :
RICHARD YU
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EXECUTIVE CREATIVE DIRECTOR :
RICHARD YU
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CREATIVE DIRECTOR :
NICOLE CHENG
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COPYWRITER :
NICOLE CHENG/ARIEL WEI
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ART DIRECTOR :
BELL BAI/RYU LIU
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ACCOUNT DIRECTOR :
ARIAL YU
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ACCOUNT MANAGER :
HSINYI HUANG/JOE WANG
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AGENCY PRODUCER :
IVY LIEN
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FILM PRODUCTION COMPANY :
INNOVATE FILMS, TAIPEI
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DIRECTOR :
GING ZIM/LO
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POST-PRODUCTION COMPANY :
DIGITAL VISION, TAIPEI
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CAMPAIGN SUMMARY :
UNI-NOODLE STRUGGLED WITH KEEPING ITS PROUDLY BASIC FLAVOUR WHILE OTHER COMPETITORS STARTED TO CREATE VARIETY WITH LOADS OF CONDIMENTS. 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: 1. TO INCREASE THE BRAND LOYALTY 2. TO ATTRACT MORE YOUTH 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. AND WE TOOK ADVANTAGE OF THE PLAIN FLAVOUR OF UNI-NOODLE TO INVENT VARIOUS FUSION RECIPES AND CREATED A FICTIONAL NOODLE SHOP AS THE BACKGROUND IN OUR STORY. THEN, WE FILMED A MICRO MOVIE SERIES. THE MOVIES WERE BROADCAST BOTH ONLINE AND ON MOBILE PHONES, WHILE TEASER FILMS WERE AIRED ON TV. AFTER VIEWING THE MOVIES, PEOPLE COULD LINK TO THE CREATIVE CUISINE RECIPES. MANY PEOPLE ACTUALLY TRIED THE RECIPES AND SHARED THE PHOTOS ON THE SNS. THE CAMPAIGN IMMEDIATELY BECAME A HOT TOPIC. THE SEASON 1 AND 2 MOVIE SERIES GOT OVER 17.6 MILLION VIEWS ON YOUTUBE AND STILL CONTINUE TO ACCUMULATE VIEWS. WE EVEN OPENED A REAL “HOUSE OF LITTLE MOMENTS”. CONSUMERS VISITED THE NOODLE SHOP AND ORDERED THINGS THAT REFLECTED THEIR MOODS. THE RESPONDS WERE SO POSITIVE THAT WE FURTHER OPENED SEVERAL SHOP-IN-SHOPS WITHIN 7-11. THE SALES IMMEDIATELY INCREASED 37% AFTER THE CAMPAIGN LAUNCHED. COMPARED WITH THE PREVIOUS QUARTER, THE SALES OF 2016 Q1 - Q2 WAS 47% UP. THIS ALSO BOOSTED ITS SALES OF OTHER INSTANT NOODLES OF UNI-PRESIDENT. THE CAMPAIGN SUCCESSFULLY STRENGTHENED BRAND LOYALTY AND ATTRACTED MORE YOUTH.
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THE BRIEF :
SINCE ESTABLISHED IN 1971, UNI-NOODLE HAS PRESERVED THE GOODNESS IN ITS NOODLES WITH VERY LITTLE FLAVOURING AND LED TAIWANESE INSTANT NOODLES MARKET. BUT IN RECENT YEARS, 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. YOUNGER GENERATIONS DO NOT FEEL EMOTIONALLY CONNECTED WITH UNI-NOODLE. HENCE, IT PRESENTS OUR CHALLENGES AS HOW TO RE-CREATE THE PRODUCT VALUE AND REJUVENATE THE BRAND IMAGE. THE OBJECTIVES OF THIS CAMPAIGN ARE: 1.TO INCREASE THE BRAND LOYALTY OF EXISTING CONSUMERS 2.TO INCREASE THE BRAND PREFERENCE OF YOUNG GENERATIONS
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THE STRATEGY :
BASE ON THE SURVEY RESULTS, WE HAD IMPORTANT FINDINGS: 1.FOR MOST OF THE MID-AGED TAIWANESE, UNI-NOODLE IS A VERY IMPORTANT MEMORY AND A PART OF THEIR LIFE. 2.CONSUMERS THINK UNI-NOODLE GOES WELL AND TASTES GOOD WITH EVERYTHING. 3.AS FAR AS THEY ARE CONCERNED, HAVING INSTANT NOODLES IS ONE OF THOSE SWEET MOMENTS THEY GIVE TO THEMSELVES. THUS, OUR STRATEGY IS TO SEASON UNI-NOODLE WITH THE MOST SPECIAL FLAVOURING – MOODS. THEN, WE DECIDED TO LAUNCH AN “ FLAVOURED BY MOOD ” INTEGRATED CAMPAIGN.
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THE EXECUTION :
WE FILMED A MICRO MOVIE SERIES. 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. IN ORDER TO FURTHER INCREASE BRAND PREFERENCE AND BRAND AWARENESS, 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, SHARED THE PHOTOS OF THE DISHES THEY MADE ON THE INTERNET AND SAID THEY’D LOVE TO VISIT THE NOODLE SHOP IF IT REALLY EXISTED. THE RESPONSES WERE SO POSITIVE THAT WE DECIDED TO OPEN A REAL NOODLE SHOP. WE ALSO DID OUTDOOR ADVERTISING TO DELIVER THE INFORMATION THAT THE FICTITIOUS NOODLE SHOP FROM OUR MICRO MOVIES COMES TO LIFE! CONTINUED WITH THE TREMENDOUS SUCCESS OF SEASON 1 CAMPAIGN, WE WERE ABLE TO EXPAND THE SEASON 2 CAMPAIGN WITH THE SAME MODEL AND OPENED SEVERAL SHOP-IN-SHOPS WITHIN THE LOCAL BIGGEST CONVENIENCE STORE CHAIN, 7-11. THEREFORE, CUSTOMERS WHO WERE TOUCHED BY THE MOVIES CAN VISIT A SHOP-IN-SHOP NEARBY. THEY SHARED THEIR EXPERIENCE ON THEIR OWN INITIATIVE, THUS CREATING EVEN MORE BUZZ.
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THE RESULT :
THE SEASON 1 AND 2 MOVIE SERIES GOT OVER 17.6 MILLION VIEWS ON YOUTUBE AND STILL CONTINUE TO ACCUMULATE VIEWS. IT WAS ALSO HONORED WITH BOTH YOUTUBE APAC AND TAIWAN BEST COMMERCIAL RANKING 2016. THE ORIGINAL SOUND TRACK AND THE ONLICE RECIPE ALSO GOT OVER 1 MILLION VIEWS ON YOUTUBE. THE MICRO MOVIES CREATED BIG BUZZ. MANY PEOPLE SAID THEY’D LOVE TO VISIT THE NOODLE SHOP IF IT REALLY EXISTED. AND EVEN LOOKING FOR THE SEASON 3 SERIES. SO WE OPENED A REAL “HOUSE OF LITTLE MOMENTS”. CONSUMERS VISITED THE NOODLE SHOP AND ORDERED THINGS THAT REFLECTED THEIR MOODS. THE RESPONDS WERE SO POSITIVE THAT WE FURTHER OPENED SEVERAL SHOP-IN-SHOPS WITHIN 7-11. NOW, CLIENT EVEN ACTIVELY LOOKS FOR A LOCATION TO OPEN A PERMANENT “HOUSE OF LITTLE MOMENTS”. (CONFIDENTIAL INFORMATION) THE SALES IN CONVENIENCE STORES / SUPERMARKETS IMMEDIATELY INCREASED 37% AFTER THE CAMPAIGN LAUNCHED. COMPARED WITH THE PREVIOUS QUARTER, THE SALES OF 2016 Q1 - Q2 WAS 47% UP. THIS ALSO BOOSTED ITS SALES OF OTHER INSTANT NOODLES OF UNI-PRESIDENT. 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.
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URL :
http://www.i-direct.com.tw/uninoodle/
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