Cannes Lions

THE CROWD-SAUCED AD

LEO BURNETT SHANGHAI, Shanghai / UNI-PRESIDENT SOUP DAREN / 2022

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Overview

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Credits

Overview

Background

China's leading instant noodle brand-SoupDaren has been communicating its Genki Soup for years. In 2021, SoupDaren aims to rejuvenate brand image by leveraging new spokesman Wang Junkai to give "Genki" a new youthful twist.

Idea

THE Unfinished AD

First-ever user generated TVC made by thousands of Chinese GenZ

An unfinished 3D-animated commercial was officially released. With rumors of

"mistake", the brand released invitation calling for ideas to complete the Genki world where celebrity is. The buzz suddenly got burst across social media.

Strategy

1. We found Chinese GenZs were bored with the conventional communication,

they are talented digital natives full of creativity, especially when it comes to reimagining content in their own style. They enjoy their idea to be recognized.

2. Chinese GenZ also love to pursuit the young celebrity as their idol, follow

celebrity’s social media and see the idol is one of their friends.

3. Soup Daren release the crowd-sauced idea campaign with celebrity to invite

Genz to co-create and reveal their name as co-creator in the public.

Execution

Start at 2021-4-27-End in 2021-5-27

TVC production process becomes the origin of social campaign.

An unfinished 3D-animated commercial was officially released. With rumors of "mistake", the brand released invitation calling for ideas to complete the Genki world where celebrity is. The buzz suddenly got burst across social media. On GenZ social platform Weibo and Bilibili, huge amount of UGCs in 3D animation, doodles, or simple description were contributed. The completed version was finally released adopting great UGC ideas, with every contributor's name included in the rolling credits.

Outcome

Increase 90,000 fans as Brand Fans in weibo (own social media) , GenZ (Post 95s & 00s) occupied more than 80%+

Brand Volume during the campaign period period is 4.1 times than YOY

Total video view 256M+

Total topic view 1.14B+

Total topic engagement 9.66M+

Earned media press 40+

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Shortlisted Spikes Asia
THE CROWD-SAUCED AD

LEO BURNETT SHANGHAI, Shanghai

THE CROWD-SAUCED AD

2022, UNI-PRESIDENT SOUP DAREN

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