The creative concept of this campaign is “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.

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!

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.