Staff Reporters
Sep 14, 2015

Spikes 2015 Greater China winner: Uni-President

SPIKES ASIA - ADK Taiwan was awarded a Grand Prix in the Branded Content & Entertainment category for its ‘House of little moments' campaign for Uni-President. We think the judges gave brownie points to the effort put in for a breakthrough in the "old-school" Taiwanese market, which has been slow to consider branded content.

(Click here for a complete list of all Spikes 2015 winners).

 

Client: Uni-Noodle (under Uni-President)

Agency: ADK 

Market: Taiwan

Name of campaign: 'House of little moments'

Details:

The 43-year-old noodle brand was trying to maintain its market-leading position in Taiwan as competitors started to create variety in the category. Existing consumers feel that Uni-Noodle lacks a sense of newness in its taste, while the younger generation does not feel emotionally connected with the brand. The objectives of this campaign were to recreate the product value and rejuvenate the brand image among a primary target audience of 20-to-34 year-olds. 

In focus groups, consumers stated that having instant noodles is one of the nice moments they give themselves. So, ADK's strategy was adding the seasoning of "moods" to the noodles. It created a fictional noodle shop as the backdrop for the brand's micro-movie series, in which the fictional owner of the noodle shop makes fusion Uni-Noodle cuisine that are inspired by customers’ moods. 

What are these delible moods? A hard feeling caused by romantic rejection, the joy of finding a soulmate, the unforgettable memory of an ex, the great grief of losing a loved one were some that are cited. Given such mood spoilers, we thought those fictional noodles would taste sour and bitter, but the responses were so positive that Uni-President decided to open a real noodle shop.
 
The micro-movie series got more than 8.7 million views on YouTube within the first three months of launch. Sales increased by 37 per cent, and the campaign turned Uni-Noodle into more than just instant noodles, but a mood-expressing food brand.

CREDITS

CCO: Richard Yu
Creative director: Nicole Cheng
Copywriters: Nicole Cheng, Ariel Wei
Art directors: Richard Yu, Belle Bei, Ryu Liu
Agency producer: Ivy Lien 
Production company: Innovations Films

 

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