|Title||HOUSE OF LITTLE MOMENTS SEASON 2|
|Product / Service||UNI NOODLE|
|Category||A03. Online: Fiction & Non-Fiction|
|Entrant||ADK TAIWAN Taipei, CHINESE TAIPEI|
|Idea Creation||ADK TAIWAN Taipei, CHINESE TAIPEI|
|Production||INNOVATION FILMS Tapei City, CHINESE TAIPEI|
|Innovate Films||Innovate Films||Production company|
|Lo Ging Zim||Free||Director|
|Richard Yu||ADK TAIWAN||Chief Creative Officer|
|Nicole Chen||ADK TAIWAN||Creative Director|
|Ariel Wei||ADK TAIWAN||Copywriter|
|Bell Bai||ADK TAIWAN||Art Director|
|Ryu Liu||ADK TAIWAN||Art Director|
The creative concept of this campaign is “flavoured by moods”. 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.
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, we launched a campaign website includes recipes and cooking demonstration videos. After viewing the movies, people could link to the creative cuisine recipes. During the last campaign, the real noodle shop was tremendously successful. So this time we decided to open several shop-in-shops within the biggest convenience store chain in Taiwan. Therefore, customers who were touched by the movies can visit a shop-in-shop nearby. They shared their experience on their own initiative, thus creating even more buzz. We also did outdoor advertising to deliver the information that the fictitious noodle shop from our micro movies comes to life!
The micro movie series got over 8.4 million views on YouTube within 2 months and still continue to accumulate views. And it was honored with both YouTube APAC and Taiwan Best Commercial Ranking for 2016. With the continued success of the Season 1 movie series, Season 2 series also immediately created big buzz and got over 1195 favorable comments. Many people said they’re fans of this series and they wish that season 3 is coming soon. After the campaign launched, the sales increased by 35%. 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.
We created a fictional noodle shop, the “House of Little Moments”, as the background in our story. Then we filmed a micro movie series. The owner of the noodle shop makes fusion Uni-Noodle recipes that are inspired by customers’ moods. The theme of our online micro movies came from fairly common experience and sentimental feelings among the target audience. Thus, the moving and entertaining content immediately became a hot topic. This way, we were able to identify and differentiate Uni-Noodle from other products. And, this campaign successfully increased brand preference and brand awareness.
Base on the survey results, we had important findings: 1. For most of the mid-aged Taiwanese, Uni-Noodle is a very important memory and a part of their life. 2. Consumers think Uni-Noodle goes well and tastes good with everything. 3. As far as they are concerned, 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.