Cannes Lions

NISSIN MIOJO

F/NAZCA SAATCHI & SAATCHI, Sao Paulo / NISSIN FOOD PRODUCTS CO. / 2014

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Case Film
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Overview

Entries

Credits

Overview

Description

Instant noodles (Miojo) were invented by Nissin on August 25, 1958 and soon afterward arrived in Brazil, becoming a market leader in sales. Nevertheless, in recent years, the brand has been losing market share in the country to similar products. Nissin asked us for an idea to differentiate the product and acquire new customers.

Execution

To create a cooking school focused only on Miojo (a product which normally is not even considered by foodies or chefs) resulted in the media buzz that the brand needed. Besides that, it was an efficient way to get new consumers engaged to the brand.

Outcome

- Almost 1,000 candidates enrolled in the school on the first day alone;

- 12 onsite classrooms were formed with 300 graduate and postgraduate students;

- 33,553 visitors to the school's website on August 25 alone;

- 5,023 single visitors in the live streaming and 1,500 diplomas issued online

- Almost 5,000 new fans;

- 1,000,000 in earned media, generating an even greater number of enthusiasts of the product

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