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.

During the last campaign, the real noodle shop was tremendously successful. So this time we decided to open several shop-in-shops within the biggest convenience store chain in Taiwan. Therefore, customers who were touched by the movies can visit a shop-in-shop nearby. They shared their experience on their own initiative, thus creating even more buzz.

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 and the cooking demonstration videos also got over 1 million views on YouTube.

The micro movies created big buzz. 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. The responds were so positive that we further opened several shop-in-shops within 7-11.

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.

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.