| Title | ENDLESS LOVE SONG ~ THE REUNION OF NOODLES & SOUP |
| Brand | MASTER KONG |
| Product / Service | A MEAL OF NOODLE AND SOUP |
| Category | B04. Use of Digital Content |
| Entrant | BBDO CHINA Shanghai, CHINA |
| Entrant Company | BBDO CHINA Shanghai, CHINA |
| Advertising Agency | BBDO CHINA Shanghai, CHINA |
| Media Agency | CARAT CHINA Shanghai, CHINA |
| Production Company | WE PRODUCTION Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| WaiFoong Leong | BBDO/Proximity China | Chief Creative Officer of Greater China |
| Awoo Lai | BBDO/Proximity China | Chief Createive Officer |
| Yanchay Tan | BBDO/Proximity China | |
| Kit Koh | BBDO/Proximity China | Executive Creative Director |
| Awing Chen | BBDO/Proximity China | Creative Director |
| Giggle Wu | BBDO/Proximity China | Copywriter |
| Dylan Huang | BBDO/Proximity China | Associate Art Director |
| Tom Mangione | BBDO/Proximity China | English Copywriter |
| Alvina Seah | BBDO/Proximity China | Group Account Director |
| Jovanka Yeh | BBDO/Proximity China | Business Director |
| Kate Chou | BBDO/Proximity China | Senior Account Director |
| Juliet Jiang | BBDO/Proximity China | Account Executive |
| Eric Wu | BBDO/Proximity China | Prodoucer |
| Ao Sheng | WE Production | Director |
| Ray Yang | WE Production | Executive Producer |
| George Xu | WE Production | Producer |
| Jef Li | @Comm | Partner |
| Echo Long | @Comm | Account Director |
| Sarah Zou | Carat Isobar | Digital Supervisor |
| Mika Huang | Carat Isobar | Digital Executive |
Our insights are based on the Chinese consumers’ meal habits – Soup is key in complimenting every meal. Unlike other noodle brands of the same category, they only offer noodles with no side of soup. Hence we created two characters – “Soup” and “Noodles” (which also reflects the name of the product – A Meal of Noodle and Soup) with a catchy song, which is easy to sing along to and memorable. The key objective was to enforce in the minds of our consumers, the product which serves the perfect meal of noodles with a side of soup.
We had consumers re-enacting scenes from our video and voluntarily posting them on their own social media sites. Not only did they post videos, they even posted pictures of the actual product of Noodles and Soup, driving other netizens to try this product. After campaign launched, the video received over 500 million impressions and was reposted more than 30 million times within 2 weeks, the sales was increased 12% in China as well.
This catchy song was launched on a video site and where live streaming of comments were allowed and encouraged, to singing along to the catchy songs had our netizens sharing the videos with their friends. We also partnered with a singing APP, allow consumers to share their singing of this song and creating new renditions, creating yet another round of publicity and talkability. Tthis app was also tied with retail promotions and e-commerce offers, letting our consumers who have never tried the product, have a taste of this perfect meal of noodles and soup
In China, every meal usually includes a side of soup. Yet with instant noodles, while consumers are spoiled for choice, they don’t have the option of fried noodles with a side of soup. We launched a video showing our two protagonists “Noodles" and "Soup" who have gone through seven lifetimes of being separated. Each lifetime in this endless journey took place in parodies of TV shows and films familiar to Chinese audiences.