7: BRAND ENTERTAINMENT (Branded film/video (fiction))

You Are How You Slurp - Instant Noodle - Uni Noodle JPG
You Are How You Slurp - Instant Noodle - Uni Noodle MP4 19m:05s

You Are How You Slurp - Uni Noodle
Instant Noodle

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You Are How You Slurp - Uni Noodle - Instant Noodle
Title of Entry: You Are How You Slurp
Brand: Uni Noodle
Product/Service: Instant Noodle
Client: Uni President
Entrant Company: ADK TAIWAN
Creative Agency: ADK TAIWAN
Chief Creative Officer: Richard Yu
Creative Director: Lion Tsai
Art Director: Richard Yu, Janet Chen, Barney Lin
Copywriter: Lion Tsai, Apple Wang, Ennis Chen
Account Executive: Paul Huang
Sector: 38270
Account Manager: Arial Yu, Joy Wang
Production Company: Innovate Films
Producer: Toyota Shao
Date of Release: 2020-01-16
Director: Ging-Zim, Lo
Notes: Since its inception in 1970, Uni Noodle has 49-year history and has brought up fond memories for Taiwanese with its simple flavor and inexpensive image. In 2015, the "House of Little Moments" campaign has successfully rejuvenated its brand image in the young generation’s mind. Since then, Uni Noodle has been trying something fresh, making breakthroughs every year and keep surprising consumers with its spirit, “Flavoured by moods”. In 2020, “House of Little Moments” season 4 faces a more diversified marketing situation. Meanwhile, foreign brands also have a great impact on the instant noodle market in Taiwan. So, how can “House of Little Moments” continuously consolidate relationships with consumers by its unique Taiwanese flavor? As a local well-received serial film, House of Little Moments wants to stick to its spirit, “Flavoured by moods”, as well as its intimate atmosphere and the popular characters, but also like to keep surprising its consumers, providing a fresh viewing experience. We find Taiwanese love to do psychological tests, find themselves by analyzing different habits. In the noodle eating culture - people have their own ways of eating noodles. And our series film’s protagonist, noodle shop owner likes to observe his guests and interpret their stories. So we combine these three elements and create a new series, “You Are How You Slurp”, owner analyzes different ways of eating noodles. While enjoying the unique cinematic storytelling of House of Little Moments, turn watching ads into a personality test! In order to spread out the serial films, we use video platforms, social communities, and social network communication service to send out the “You Are How You Slurp” personality test to attract consumers to click and watch films based on their ways of eating noodles. Consumers are resonated with the stories and also realize what kind of personalities they have. Result: - Increased sales of all their distribution channels over 9.43% rather than the previous corresponding period. - The number of Uni Noodle YouTube official channel subscribers increased 6.3% after the campaign released online. - After released for 1 month, the campaign got 4,610,390 views on YouTube and received 267 comments. - Further, it has driven the views of previous campaigns, S1 to S3, achieved 110,000 views. Cultural Context: Starting in 2015, we launched a series of films called "House of Little Moments". The films combined creative Uni Noodle fusion recipes and an important idea, “Flavoured by moods”, successfully rejuvenating its brand image in the young generation’s mind and also became brand equity. Serial films are launched every year and its unique cinematic storytelling and profound dialogue has become an exclusive characteristic. Such kind of marketing campaign is quite iconic and one and only in the instant noodles market. In season 4, while keeping its well-received elements, we also combined Taiwanese consumers’ different ways of eating noodles and their love for doing psychological tests. It turns watching advertisements into a personality test, providing a fresh viewing experience for consumers.
Other Credits: Composer: Annie Ro