The Campaign

The concept behind the idea was, the mischief of April Fool’s Day. A candid camera which proves that, “something good will always happen to those who are hungry.” For such reason, we decided to leave behind a smartphone inside an empty Cup Noodle cup, right in the middle of the city of Manchester. Something good always awaits to those with “hungry spirits,” those who pick up the smartphone and try to get it back to the owner. The owner the smartphone is a Manchester United superstar; not only does the returning of the phone allow those to meet the superstar; but also receive free tickets to see a Premier League game.

Creative Execution

Held in the center of Manchester. The stories of five (5) different hungry Manchester citizens picking up a smartphone from an empty Cup Noodle cup, and delivering it back to the owner, who happens to be a Manchester United superstar. The five meets the superstar and receives free tickets to a Premier League game. These stories were compiled into a movie and uploaded on official websites and social media.

A million views in the 17 hours; reached 600 million viewers in three days. Mostly positive comments toward Cup Noodle were posted in the comment box. Contributed to the awareness of the Cup Noodle.

An entertainment content involving players from Manchester United, the forefront club in the world of soccer, made to bridge the young consumers around the world to Cup Noodle, a product not well-recognized outside of Japan.

What the Cup Noodle, with the slogan “HUNGRY TO WIN,” prefers to convey to the young people is the experience with the product, and not the features themselves. The value that the 3-minute ready-to-made Cup Noodle provides is the appraisal towards the hungry spirit, the non-compromise to enjoy the everyday life. The strategy is to realize such Cup Noodle experiences and provide something good to those who have the hungry spirit.