The Campaign

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 makes fusion Uni-Noodle recipes that are inspired by customers’ moods. Through these creative dishes that reflect each main character’s different mood, we are able to tell consumers that Uni-Noodle can not only be seasoned with ingredients, but also be flavoured by moods. Besides, we were able to identify and differentiate Uni-Noodle from other products.

Creative 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, a website includes recipes and cooking demonstration videos launched. 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 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. The real noodle shop was tremendously successful. So we continued open several shop-in-shops within the biggest convenience store chain in Taiwan during the Season2 campaign. Therefore, customers who were touched by the movies can visit a shop-in-shop nearby.

Results

The two movie series each got rapidly views on Youtube ; Season 1 got over 8.7 million views with 3 months and Season 2 got 8.4 million views within 2 months and still continue to accumulate views. By the spread effect, other content which related to the movies also got large numbers of views, like OST of the movies and the recipe videos. And 117 news exposures of season 1 & season 2 were earned by active media coverage. The key word about the campaign and the brand had an obvious exposure in the keyword search as well. A real “House of Little Moments” and the “shop-in-shop “due to the positive responses opened. Moreover, many people looked forward the Season 3 launching. 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.

This campaign demonstrated a wide variety of cooking Uni-Noodle through a favourably reviewed micro movie series. And we successfully educated consumers that Uni-Noodle can not only be seasoned with ingredients, but also be flavoured by moods. Thus, we identified and differentiated Uni-Noodle from other products. After viewing the movies, many people actually tried the recipes and shared the photos on the internet. Therefore, we increased the existing customers’ frequency of eating Uni-Noodle and attracted more new customers. And, this campaign successfully increased brand preference and strengthened brand loyalty.

Our primary target audience are: 1. Young generations aged 20 to 34 We consider young generations to be potential consumers and we believe they are a key factor in increasing sales. We decided to reach them by online platforms which are the most popular media among young generations. 2. Existing consumers aged 35 to 45 Existing consumers have eaten Uni-Noodle since they were young and they have contributed substantially to the sales. We decided to reach them by TV which still is the most popular media among them. We also reached them by online platforms which become more and more popular as time goes on. Base on the survey results, we had important findings: 1. Uni-Noodle goes well and tastes good with everything. 2. 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.