MASTER KONG KUNGFU OF NOODLES

TitleMASTER KONG KUNGFU OF NOODLES
BrandMASTER KONG
Product / ServiceNOODLES
CategoryC03. Omni-Channel Storytelling
EntrantTRIO ISOBAR Shanghai, CHINA
Idea Creation TRIO ISOBAR Shanghai, CHINA
Production TRIO ISOBAR Shanghai, CHINA

Credits

Name Company Position
Marc Liu Trio Isobar Creative Director

The Campaign

Over hundreds of brands and thousands of different flavors products make the instant noodles one of the most competitive FMCG categories in China. Moreover, the instant noodles market decreases every year, and among the pickle-flavor products, KSF is a latecomer brand. With these challenges, we need to deliver the idea that KSF Pickle-flavor Instant noodles have a really authentic Sichuan taste, in order to win consumers’ heart. Nowadays, leveraging entertainment contents for marketing communication is very popular and effective in China. We use "Kung Fu Panda 3" as a comprehensive cooperation. The creative concept started from Kung-fu Panda Po’s background. Po was born in Sichuan and grew up in a family that owned a noodle shop. With his kung-fu and identity as the “Dragon Warrior”, we transformed the 32 steps of making KSF pickle noodles into 32 kung-fu moves of the Dragon Warrior to deliver an authentic Sichuan Cuisine image.

Creative Execution

The story of “Kung-Fu of Noodles” was told cross online and offline media. First we worked with DreamWorks to produce a brand video using the brand’s celebrity ambassador and the characters of Kung-Fu Panda to tell the brand story. The video was released on major video websites, and a short version was aired on TV and outdoor media. We also designed the 32 gif images of “Kung-Fu Noodle” moves to release on social media to create more visibilities and engagements. During the period of the movie and the brand video's release, a sales promotion “Kung-Fu Treasure Hunt” was also rolled-out. We created action figures of Po as promotional gifts, and use the product packaging as an entry point for social networks connecting cinemas, e-stores, mobile apps, video sites and all sorts of effective touch-points. Consumers buy the product, scan the QR code on the package to enter the H5 interactive game to win the premium or a trip to visit DreamWorks in the States. The feature video "Kung Fu of Noodles" was viewed over 165 million times, and received over 400 million exposures on social media, which generated 2.5 million interactions. Most importantly, the sales of KSF Pickle Noodles grew by 22%, and the positive comments on social media increased by 132% during the campaign.

Links

Video URL