MEET-CUTE

Short List
TitleMEET-CUTE
ClientUNI-PRESIDENT
Product/ServiceUNI-NOODLE
CategoryE03. Webisodes/Series
EntrantADK TAIWAN, CHINESE TAIPEI
Entrant Company ADK TAIWAN, CHINESE TAIPEI
Advertising Agency ADK TAIWAN, CHINESE TAIPEI
Production Company INNOVATION FILMS Tapei City, CHINESE TAIPEI

Creative Execution

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. After viewing the movies, people could link to a Uni-Noodle cooking recipe website. Lots of people tried the recipes and shared the photos of the dishes they made on the internet. Furthermore, we demonstrated a wide variety of cooking Uni-Noodle. Most importantly, we successfully transformed Uni-Noodle from instant noodles into a mood-expressing brand.

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 movie series created big buzz. Many people said they’d love to visit the noodle shop if it really existed. So we opened a real “House of Little Moments” due to the positive responses. 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.

Being the leading brand, Uni-Noodle struggled with keeping its proudly basic flavour while other competitors started to create variety with loads of condiments. Thus, the campaign has two most important objectives: 1. To increase the brand loyalty of existing consumers who may appreciate Uni-Noodle’s taste, but feel it lacks a sense of newness. 2. To attract more youth who do not feel emotionally connected with Uni-Noodle. To do so, we need to re-create the product value and rejuvenate the brand image. In the focus group, consumers stated that Uni-Noodle goes well and tastes good with everything. As far as they are concerned, having instant noodles is one of those sweet moments they give to themselves. According to the consumer insight, we decide to season Uni-Noodle with the most special flavouring – moods. So we develop a creative concept – flavoured by moods.

Credits

Name Company Position
Richard Yu ADK TAIWAN Chief Creative Officer
Nicole Chen ADK TAIWAN Creative Director
Nicole Chen ADK TAIWAN Copywriter
Ariel Wei ADK TAIWAN Copywriter
Richard Yu ADK TAIWAN Art Director
Bell Bei ADK TAIWAN Art Director
Ryu Liu ADK TAIWAN Art Director
Ivy Lien ADK TAIWAN Agency Producer
Ging Zim Lo Director
Barbie Lin ADK TAIWAN Managing Director
Arial Yu ADK TAIWAN Group Account Director
Queen Chang ADK TAIWAN Account Director
Hsinyi Huang ADK TAIWAN Account Manager
Joe Wang ADK TAIWAN Senior Account Executive
Links
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