Nissin: MIOJO DAY

Credits & Description:

Advertiser: NISSIN
Agency: F/NAZCA SAATCHI & SAATCHI
Category: Best Integrated Campaign Led by PR
Advertising campaign: MIOJO DAY
Client Supervisor: Alessandra Elias (Nissin)
Media Team: André Gramorelli (F/Nazca Saatchi & Saatchi)
Project Manager: Amabile Gulielmino (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Art Director: Fabio Brigido (F/Nazca Saatchi & Saatchi)
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Illustrators: Fabio Vido (F/Nazca Saatchi & Saatchi)
Planner Team: Gabriela Sanchez (F/Nazca Saatchi & Saatchi)
Producers: Jomar Farias (F/Nazca Saatchi & Saatchi)
Account Team: Gisela Assumpção (F/Nazca Saatchi & Saatchi)
Client Supervisor: Leticia Dias (Nissin)
Media Team: Mariana Pontes (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Planner Team: José Porto (F/Nazca Saatchi & Saatchi)
Client Supervisor: Patricia Rusilo (Nissin)
Media Team: Lica Bueno (F/Nazca Saatchi & Saatchi)
Account Team: Natalie Gruc (F/Nazca Saatchi & Saatchi)
Brushes: Pink On Head
Client Supervisor: Toru Okazaki (Nissin)
Information Architecture: Ricardo Grego (F/Nazca Saatchi & Saatchi)
Planner Team: André Foresti (F/Nazca Saatchi & Saatchi)
Illustrators: Fabio Brigido (F/Nazca Saatchi & Saatchi)
Brushes: Gratiela Dascalu
Technologic: Jefferson Russo (F/Nazca Saatchi & Saatchi)
Integrated Production: Juliana Hasegawa (F/Nazca Saatchi & Saatchi)
Account Team: Marcello Penna (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Producers: Robson De Vitto (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Account Team: Camila Coletti (F/Nazca Saatchi & Saatchi)

Effectiveness
Book: 1,005 copies sold in 3 monthsUS$ 14,000 raised for the NGO) Subway Action: 68,000 people impacted Almost one thousand people took partFacebook: 1,844 accesses to the app17,508 unique views of the page 22.74% increase in number of fans on the fanpage) Free media:Radio: US$ 23,276.00Internet: US$ 5,171,582.00TV: US$ 431,740.00Print Media: US$ 408,500.00)

Campaign Description
In order to celebrate Miojo (Brazil’s most famous instant noodle) 54th anniversary we created a cookery book signed by some of top Brazilian chefs. The book 'My Miojo – Recipes & Stories', Brazil’s first book about instant noodles, was released on Miojo Noodle’s Day (August 25th) in major bookstores in all country. The publication has brought gourmet recipes suggested by the chefs. And also stories told by the chefs themselves about their relation with the noodles.

Client Brief Or Objective
We needed to show people that Nissin Miojo is more than a mere instant dish.We also needed to add value to the product, overcoming the stigma that it´s only consumed by young people, individuals who are so good at cooking and only use Miojo in emergency situations.

Strategy
A research carried out by the agency showed that the perception of the product continued to be that of a cheap product for young people or individuals who are not that great at cooking, with little nutritious value and consumed usually in emergency situations. Instant noodles were also regarded as a product for fast and practical consumption, and although the consumers like having it as a meal option sometimes, they still saw it as a simple dish. The strategy was using this information to inverse this perception.

Relevancy
Instant noodles were invented on the 25th of August 1958 by Nissin’s founder Mr. Momofuku Ando. The product was marketed in Brazil under the name 'Nissin Miojo' and became so well known that its name 'Miojo' became synonymous with the instant noodles category in Brazil. Despite remaining market leader for years, Nissin Miojo has been losing share to the competition who have undercut Nissin on price. Also, the healthy lifestyle the population has been adopting plus the association the product gained with 'fast food' was becoming a threat. The way of remedying this was by adding value to Nissin Miojo.

Execution
Producing the first cook book on Miojo would be an interesting story for journalists. However, to boost coverage by media channels we decided to launch the book in the same way as launching any normal book: offering launch cocktails and a holding a book signing session.But not limited to just the one event. We held 4 launch cocktails at the same time in bookstores of 4 major Brazilian cities.This allowed the book´s ¨authors¨ (kitchen chefs in this case) to be divided amongst the bookstores thus increasing the contact between guest journalists and the 'Meu Miojo – Receitas e Histórias' (My Instant Noodles – Recipes and Stories) project and ensuring greater impact in local and national media.