The Campaign

Nowadays, leveraging entertainment contents for marketing communication is very popular and effective in China. We chose "Kung Fu Panda 3" for 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

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 edited to a short version to be aired on TV and outdoor media. We then designed the 32 gif images of “Kung-fu Noodle” moves to release on social media to create more visibilities and engagements. Accordingly to the user media behaviors, we chose TV to get the widest coverage and outdoor ads in the cinema and public transportations to enhance the frequency of view the brand videos. On the digital front, we use DSP to maximize the efficiency and heavily use social media to engage with consumers. Finally, we use the product packaging as an entry point to connect all the touch points for consumer engagement.

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. The sales promotion video “Kung-Fu Treasure Raid” was viewed 252 million online. The TV commercial and outdoor ads covered 132 cities and reached over 45 million people. The page view of the H5 reached 4.5 million. Most importantly, the sales of KSF Pickle Noodles grew by 22%, and the positive comments on social media increased by 132% during the campaign.

The goal of KSF “Kung-Fu of Noodles” campaign was to leverage Kung-Fu Panda 3 to plan a ubiquitous entertaining experience so the consumers would be interested in viewing and participating. We used a brand video as the core of the campaign. Around this video, TV commercial, outdoor ads, social engagements, PR, in-store display, road shows and sales promotions were planned; and the product package served as an entry point for social networks connecting cinemas, e-stores, mobile apps, video sites and other effective touch-points.

Insights, Strategy and the Idea

KSF Pickle Noodles targets young adults, mostly male. They are heavy users of instant noodles. Games and entertainments are their favorite. Our strategy was to leverage Kung-Fu Panda 3 to plan a ubiquitous entertaining experience so that consumers would be interested in participation. We used a brand video as the core of the campaign. Around this video, TV commercial, outdoor ads, social engagements, PR, in-store display, road shows and sales promotions were planned.