Uni-president Enterprises: House Of Little Moments [image]

Credits & Description:

Title: House Of Little Moments
Agency: Adk Taiwan
Brand: Uni Presidents
Country: Chinese Taipei
Advertising Agency: Adk Taiwan
Entrant Company: Adk Taiwan
Media Agency: Adk Taiwan
Pr Agency: Adk Taiwan
Production Company: Innovation Films, Tapei City
Additional Company: Innovation Films, Tapei City
Creative Director: Nicole Chen (Adk Taiwan)
Chief Creative Officer: Richard Yu (Adk Taiwan)
Art Director: Ryu Liu (Adk Taiwan)
Copywriter: Ariel Wei (Adk Taiwan)
Director: Lo Ging-zim (Adk Taiwan)
Art Director: Bell Bai (Adk Taiwan)
Producer: Ivy Lien (Adk Taiwan)
Supporting Webpage: http://www.i-direct.com.tw/uni...
Synopsis:
Since established in 1971, Uni-Noodle has preserved the goodness in its noodles with very little flavouring and led Taiwanese instant noodles market. But in recent years, competitors start to create variety with loads of condiments, being the leading brand does present its challenges. Existing consumers may appreciate Uni-Noodle’s taste, but feel it lacks a sense of newness. Younger generations do not feel emotionally connected with Uni-Noodle.Hence, it presents our challenges as how to re-create the product value and rejuvenate the brand image.The objectives of this campaign are:1.To increase the brand loyalty of existing consumers2.To increase the brand preference of young generations.
Execution:
We filmed a micro movie series. The owner of the noodle shop makes fusion Uni-Noodle recipes that are inspired by customers’ moods. The movies were broadcast both online and on mobile phones, while teaser films were aired on TV.In order to further increase brand preference and brand awareness, we launched a campaign website includes recipes and cooking demonstration videos. After viewing the movies, people could link to the creative cuisine recipes. Many people actually tried the recipes, shared the photos of the dishes they made on the internet and said they’d love to visit the noodle shop if it really existed. The responses were so positive that we decided to open a real noodle shop. We also did outdoor advertising to deliver the information that the fictitious noodle shop from our micro movies comes to life!
Campaign Description:
By conducting customer focus groups, we got two important insights that shaped the idea:1.Consumers stated that Uni-Noodle goes well with everything.2.As far as they are concerned, having instant noodles is one of those sweet moments they give to themselves.Thus, we decided to season Uni-Noodle with the most special flavouring – moods. And, we developed the campaign concept – Flavoured by moods.We created a fictional noodle shop, the “House of Little Moments”, as the background in our story and filmed a micro movie series. The owner of the noodle shop makes fusion Uni-Noodle recipes that are inspired by customers’ moods. Through these creative dishes that reflect each main character’s different mood, we are able to tell consumers that Uni-Noodle can not only be seasoned with ingredients, but also be flavoured by moods.Besides, we were able to identify and differentiate Uni-Noodle from other products.
Outcome:
The micro movie series got over 8.7 million views on YouTube within 3 months and was honored with YouTube Taiwan Best Commercial Ranking for Q1 2015. The original sound track of each micro movie and the cooking demonstration videos of the five creative cuisine also got over 1 million views on YouTube.The micro movies created big buzz and got over 960 comments. Many people said they’d love to visit the noodle shop if it really existed. So we opened a real “House of Little Moments”. Consumers visited the noodle shop and ordered things that reflected their moods. They shared their experience on their own initiative, thus creating even more buzz.After the campaign launched, the sales increased by 37%.The campaign strengthened brand loyalty and attracted more youth. Now, Uni-Noodle doesn’t only symbolize simple, delicious instant noodles, but has evolved into a mood-expressing food brand.
Strategy:
Our primary target audience are:1.Young generations aged 20 to 34Young generations do not feel emotionally connected with Uni-Noodle. We consider young generations to be potential consumers and we believe they are a key factor in increasing sales. We decided to reach them by online platforms which are the most popular media among young generations.2.Existing consumers aged 35 to 45Existing consumers have eaten Uni-Noodle since they were young and they felt strongly connected with Uni-Noodle. They have contributed substantially to the sales. We decided to reach them by TV which still is the most popular media among the mid-aged target audience. We also reached them by online platforms which become more and more popular as time goes on.