|Title||HOUSE OF LITTLE MOMENTS|
|Product / Service||UNI-NOODLE|
|Category||B01. Use of Digital in a Promotional Campaign|
|Entrant||ADK TAIWAN, CHINESE TAIPEI|
|Entrant Company||ADK TAIWAN, CHINESE TAIPEI|
|Advertising Agency||ADK TAIWAN, CHINESE TAIPEI|
|Production Company||INNOVATION FILMS Tapei City, CHINESE TAIPEI|
|Richard Yu||ADK Taiwan||Chief Creative Officer|
|Nicole Cheng||ADK Taiwan||Creative Director|
|Nicole Cheng||ADK Taiwan||Copywriter|
|Ariel Wei||ADK Taiwan||Copywriter|
|Richard Yu||ADK Taiwan||Art Director|
|Belle Bei||ADK Taiwan||Art Director|
|Ryu Liu||ADK Taiwan||Art Director|
|Ivy Lien||ADK Taiwan||Agency Producer|
|Ging Zim Lo||Innovation Films||Director|
This campaign demonstrated a wide variety of cooking Uni-Noodle through a favourably reviewed micro movie series. Therefore, we increased the existing customers’ frequency of eating Uni-Noodle and attracted more new customers.
Uni-Noodle struggled with keeping its proudly basic flavour while other competitors started to create variety with loads of condiments. Existing consumers may appreciate Uni-Noodle’s taste, but feel it lacks a sense of newness. The younger generations do not feel emotionally connected with Uni-Noodle. Objectives: re-create the product value and rejuvenate the brand image. In the focus group, consumers stated that Uni-Noodle goes well with everything. As far as they are concerned, having instant noodles is one of those sweet moments they give to themselves. So, our strategy is to season Uni-Noodle with the most special flavouring – moods.
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 and got over 960 comments. 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. The original sound track of each micro movie and the cooking demonstration videos of the five creative cuisine also got over 1 million views on YouTube. 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. Uni-Noodle successfully strengthened itself as the leading brand in Taiwan instant noodle market.
We developed a concept – flavoured by moods. We filmed a micro movie series which staged in a fictitious noodle shop named the “House of Little Moments”. 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. Then, we launched a website includes recipes and cooking demonstration videos. After viewing the movies, people could link to the recipes. Many people actually tried the recipes and shared photos of the dishes they made on the internet. Although it was not our original plan, we opened a real “House of Little Moments” due to the positive responses. The real “House of Little Moments” was opened for 2.5 months. We also did outdoor advertising to deliver the information that the fictitious noodle shop from our micro movies comes to life!