Cup Noodles: MIOJO DAY PROJECT

Credits & Description:

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: NISSIN
Product/Service: NISSIN
Agency: F/NAZCA SAATCHI & SAATCHI
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Art Director: Fabio Brigido (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Acount Manager: Gisela Assumpção (F/Nazca Saatchi & Saatchi)
Acount Supervisor: Nathalie Gruc (F/Nazca Saatchi & Saatchi)
Planner Manager: Jose Porto (F/Nazca Saatchi & Saatchi)
Planner: André Foresti (F/Nazca Saatchi & Saatchi)
Planner: Gabriela Sanchez (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Sergio Brotto (F/Nazca Saatchi & Saatchi)
Media Team: Kelly Prado (F/Nazca Saatchi & Saatchi)
Public Relations Manager: Maria Clara Cacaia Jorge (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Toru Okazaki (Nissin)
Advertiser's Supervisor: Alessandra Elias (Nissin)
Advertiser's Supervisor: Patricia Rusilo (Nissin)
Media placement: radio - CBN - 25 august 2011
Media placement: wesbsites - Veja Sp - 25 august 2011
Describe the objective of the promotion.
Nissin was the first instant noodle launched in Brazil in 1965, and its creation date (August 25) has always been celebrated in-house. There has been an increase in the number of players these last years, markedly where value is concerned. The quality of Miojo is manifestly higher that its competitors’. However, in a category focusing on the rational aspect of the product, the price paid (around R$ 0.50) is ultimately the decisive factor.
To muster the clout Nissin needed, we had to create a new fact, taking the brand into uncharted and uncertain territory.
Describe how the promotion developed from concept to implementation.
Nissin Miojo invited 3 chefs to prepare recipes with the product, thus creating a special menu to celebrate the Miojo Day.
We released the news firsthand to an influential journalist and a radio program. After this disclosure, the subject was discussed in many media vehicles during the week preceding the event. To further reinforce the action, we adopted a media strategy to appear on all pages of Abril Publishing Company, one of the largest communications groups in São Paulo. Thus, we transformed Miojo into the subject matter for over a week.
Explain why the method of promotion was most relevant to the product or service.
The endorsement of chefs and the improbable association with haute cuisine was all we needed to generate buzz, make the date known and make people aware how much they liked and how much they related to this product.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Returns equivalent to US$1m in spontaneous media.
Hashtag #Diadomiojo was a trending topic the whole day long.
Chefs from other restaurants - who were not invited to participate - created their own version of Miojo Day and included specific recipes in their menus.
The traffic at Nissin’s site increased 800% as compared to the same period in 2011.