THE CROWD-SAUCED AD

Short List
TitleTHE CROWD-SAUCED AD
BrandUNI-PRESIDENT SOUP DAREN
Product / ServiceINSTANT NOODLE
CategoryC04. Co-creation & User Generated Content
EntrantLEO BURNETT SHANGHAI, CHINA
Idea Creation LEO BURNETT SHANGHAI, CHINA
Production MOD PRODUCTION Shanghai, CHINA

Credits

Name Company Position
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

Why is this work relevant for Direct?

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.

Background

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.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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+

Links

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