Developed by agency of record Asatsu-DK, which handled creative, media and production, the drive is built around the theme that Demae Itscho has been a key ingredient in family gatherings in Hong Kong for 40 years.
Asatsu-DK associate account director Chung Ho explained that Ching Chai, a Japanese noodle delivery boy who has achieved iconic status in Hong Kong, helps to illustrate the different stages in Hong Kong’s development over the past 40 years.
Asatsu-DK associate account director Chung Ho explained that Ching Chai, a Japanese noodle delivery boy who has achieved iconic status in Hong Kong, helps to illustrate the different stages in Hong Kong’s development over the past 40 years.
“It is the first time that the whole MTR train has been wrapped inside out for one brand,” said Ho. “It creates major visual impact and makes noise.”
In one MTR station, the outdoor work also includes interactive stickers and a plasma TV ring which creates a ‘street perspective’ graphic on the station floor.
The entire lobby is dominated by posters wrapped around pillars, in addition to ads on ticket machines, escalator crown panels and billboards.
The campaign will be followed by print ads and an upcoming PR event.
Nissin Food is currently the market leader in the instant noodle category, with over 50 per cent.
Nissin senior marketing manager Grace Chen pointed out that a key challenge was convincing consumers to keep eating instant noodles, despite MSG concerns. Challenging brands include Sau Tao and Doll, along with cheaper mainland imports.
“As the economy has improved substantial in the past two years, people are eating out a lot more,” added Chen. “Household size has also decreased significantly in recent decades and parents are pickier about the kind of food they let their children eat.
“The noodle and rice categories are saturated in a stable industry. In order to maintain our market leader position, we need to continually develop new products - like non-fried noodle products, for example.”
