|Title||THE CROWD-SAUCED AD|
|Brand||UNI-PRESIDENT SOUP DAREN|
|Product / Service||INSTANT NOODLE|
|Category||C04. Co-creation & User Generated Content|
|Entrant||LEO BURNETT SHANGHAI, CHINA|
|Idea Creation||LEO BURNETT SHANGHAI, CHINA|
|Production||MOD PRODUCTION Shanghai, CHINA|
|ECHO WENG||LEO BURNETT SHANGHAI||Account Executive|
|Thomas Li||LEO BURNETT SHANGHAI||Executive Creative Director|
|Pauline Lin||LEO BURNETT SHANGHAI||Business Director|
|Young Yang||LEO BURNETT SHANGHAI||Senior Creative Director|
The Campaign launched in Weibo and Bilibili in China, both are the top digital platforms in China. Weibo is the social platform with 188 millions daily active users(DAU), they post theirselves view and share any kinds of photo/ video to express their opinions, just like Facebook, all Weibo users are able to interactive via reply and like. Bilibili is generationZ focus online video sourcing platform (like Youtube) with 40M+ active daily users(DAU) in China, 85% DAU are born in 90s & 95s and they spend 187mins/ day on the site to watch video, everyone is uploader to upload their video.
China's leading instant noodle brand-SoupDaren has been communicating its Genki Soup for years. In 2021, SoupDaren aims to rejuvenate brand image by leveraging new spokesman Wang Junkai to give "Genki" a new youthful twist.
The Unfinished AD First-ever user generated TVC made by thousands of Chinese GenZ An unfinished 3D-animated commercial was officially released. With rumours of "mistake", the brand released invitation calling for ideas to complete the Genki world where celebrity is. The buzz suddenly got burst across social media.
We found Chinese GenZs were bored with the conventional communication, they are talented digital natives full of creativity, especially when it comes to re-imagining content in their own style. Everyone has his interpretation of Genki. Soup Daren invite them to co-create Soup Daren’s Genki world via launched an unfinished TVC in social media. All consumers can give their creative opinions ( with written or graphic) to Soup Daren.
TVC production process becomes the origin of social campaign. An unfinished 3D-animated commercial was officially released. With rumours of "mistake", the brand released invitation calling for ideas to complete the Genki world where celebrity is. The buzz suddenly got burst across social media. On GenZ social platform Weibo and Bilibili, huge amount of UGCs in 3D animation, doodles, or simple description were contributed. The completed version was finally released adopting great UGC ideas, with every contributor's name included in the rolling credits.
Increase 90,000 fans as Brand Fans in weibo (own social media) , GenZ (Post 95s & 00s) occupied more than 80%+ Brand Volume during the campaign period period is 4.1 times than YOY Total video view 256M+ Total topic view 1.14B+ Total topic engagement 9.66M+ Earned media press 40+