Cannes Lions

House of Little Moments Season 3 - The Original Flavour 1/2

ADK TAIWAN, Taipei City / UNI PRESIDENT (THAILAND) CO. / 2019

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Overview

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Overview

Background

Over the past 47 years, Uni Noodle has preserved the goodness in its class noodles with original flavor and brought fond memories to Taiwanese. But in recent years, competitors start to create variety with loads of condiments. The consumer started feeling it lacks a sense of newness. Hence, it presents our challenges as how to use non-traditional way to rejuvenate brand and communicate with the consumer about “unchanging product”, lead to attracting young generation’s preference.

Idea

The creative concept: “Flavoured by moods”.

We created a fictional noodle shop, “House of Little Moments”, as the background in our story. The owner of the noodle shop makes fusion Uni-Noodle recipes that are inspired by customers moods.

Corresponding to the situation we created for the target audience, we come up with three stories, and there's one bowl of Uni Noodle in every story, leading viewers to experience two opposing thoughts of the characters: an unchanged man running into a fickle woman, an inarticulate husband and a wife needs compliments, and a daughter feeling left out by her busy mother.

Then we provided different two perspectives which allows viewer chooses their prefer perspective to cut into the story and savor it. Viewers will see each character's own interpretation but also understand another. All these flavors are going to be completely savored by the viewers.

Strategy

The idea, “Flavoured by mood”, continued in Season 3. Different from the previous two seasons, instead of using variety fusion Uni Noodle dish to tell the story, this time we chose the classic noodle to be an important factor to lead the story go on, also a trigger to arouse each characters feelings, but still connect characters’ moods with viewers through a special Uni Noodle recipes.

We set up specific target audience, three different generations: young men and women in their thirties, middle-aged couples in their forties and the cross-generational relationship between mothers and daughters. Then come up with three different situations corresponding to the target groups: the start of love, marriage crisis and repairing the Parent-Child Relationship.

For moods comes more naturally to the human heart, House of Little Moments season 3 campaign continued to capture the moods in a warm and creative way.

Execution

We re-designed the presentation way of the stories, in stead of the general single story, we provided different two perspectives that the viewers can experience while they watching the film. After watching the opening part, there will be two interactive link buttons, which allows viewer chooses their prefer perspective to cut into the story and savor it. Viewers will see each character's own interpretation but also understand another. All these flavors are going to be completely savored by the viewers.

Considering to present its interactive format, and to reach our target audience efficiently and make the discussion widely shared on social media, we choose digital platform (official YouTube channel) to implement the campaign.

Outcome

- After released for 3 weeks, the film got more than 1 million views on YouTube, and creating a buzz online. The related posts exceeded 500 posts.

- The number of Uni-Noodle official channel subscribers on YouTube immediately increased more than 10% after released online.

- It successfully rejuvenate Uni Noodle’s brand image, and increased sales of their key distribution channel, hypermarket over 10.83% in the previous corresponding period.

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2021, UNI PRESIDENT (THAILAND) CO.

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