Category: Best Consumer Engagement
Advertiser: NISSIN
Product/Service: MIOJO LÁMEN
Agency: F/NAZCA SAATCHI & SAATCHI
General Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Director: Sergio Brotto (F/Nazca Saatchi & Saatchi)
Media Supervisor: Kelly Prado (F/Nazca Saatchi & Saatchi)
Account Director: Gisela Assumpção (F/Nazca Saatchi & Saatchi)
Account Supervisor: Natalie Gruc (F/Nazca Saatchi & Saatchi)
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Art Director: Fabio Brigido (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Photografer: Bruno Rondinelli (F/Nazca Saatchi & Saatchi)
Art Buyer: Cristiano Godoy (F/Nazca Saatchi & Saatchi)
Marketing Director: Alessandra Elias (Nissin Miojo)
Marketing Analist: Patricia Russilo (Nissin Miojo)
General Planning Director: Jose Porto (F/Nazca Saatchi & Saatchi)
Planning Director: Andre Foresti (F/Nazca Saatchi & Saatchi)
Planner: Gabriela Sanchez (F/Nazca Saatchi/Saatchi)
Media placement: TV Campaign - Testemonial - Globo - 25 August 2011
Media placement: Internet - Claudia.com - 25 August 2011
Media placement: Internet - Womanshealth.com - 25 August 2011
Media placement: Internet - Lola.com.br - 25 August 2011
Media placement: Internet - Abril.com.br - 25 August 2011
Media placement: Internet - Mdemulher.com.br - 25 August 2011
Media placement: Internet - Nova.com.br - 25 August 2011
Media placement: Internet - Capricho.com.br - 25 August 2011
Media placement: Internet - Elle.com.br - 25 August 2011
Media placement: Internet - Estilo.com.br - 25 August 2011
Insights, Strategy & the Idea
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 in what 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.
Our strategy was to assail the haute cuisine ground - a territory completely opposite Miojo’s, generating a lot of attention owing to the change from “junk food” perception the product had.
Thusly in addition to improving the brand image and enforce the versatile food concept, we created a true reason to celebrate the Miojo Day.
Creative Execution
Nissin Miojo invited three chefs to prepare recipes with the product, thus creating a special menu to celebrate the Miojo Day.
We released the news firsthand to an influent journalist and a radio program. After this disclosure, the subject was discussed in many media vehicles during the week preceding the date. 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.
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.
Results and Effectiveness
Returns equivalent to US$ 1,000,000.00 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.
5% Market Share increase in São Paulo city (event’s marketplace)