| Title | THE CROWD-SAUCED AD |
| Brand | UNI-PRESIDENT SOUP DAREN |
| Product / Service | INSTANT NOODLE |
| Category | B03. Social Content for User Engagement |
| Entrant | LEO BURNETT SHANGHAI, CHINA |
| Idea Creation | LEO BURNETT SHANGHAI, CHINA |
| Production | MOD PRODUCTION Shanghai, CHINA |
| 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 |
The UGC idea campaign released in China’s top social media planform, consumers participated the campaign through mobile. Since the penetration of Mobile device in China almost reached 99%, please use mobile to connect internet and social media. 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. Soup Daren launch an online activation campaign to invite GenZ to co-create TVC. We conducted an viral video in social media to drive attention and make it easy to share & discuss via mobile. Moreover people can contribute their idea easily, we designed written submission as participation mechanism which makes people operate on the mobile simple and easy.
Start at 2021-4-27-End in 2021-5-27 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+