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.

This campaign demonstrated a wide variety of cooking Uni-Noodle through a favourably reviewed micro movie series. And we successfully educated consumers that Uni-Noodle can not only be seasoned with ingredients, but also be flavoured by moods. Thus, we identified and differentiated Uni-Noodle from other products.

After viewing the movies, many people actually tried the recipes and shared the photos on the internet.

Therefore, we increased the existing customers’ frequency of eating Uni-Noodle and attracted more new customers. And, this campaign successfully increased brand preference and strengthened brand loyalty.

Our primary target audience are:

1. Young generations aged 20 to 34

We consider young generations to be potential consumers and we believe they are a key factor in increasing sales.

We decided to reach them by online platforms which are the most popular media among young generations.

2. Existing consumers aged 35 to 45

Existing consumers have eaten Uni-Noodle since they were young and they have contributed substantially to the sales.

We decided to reach them by TV which still is the most popular media among them. We also reached them by online platforms which become more and more popular as time goes on.

Base on the survey results, we had important findings:

1. Uni-Noodle goes well and tastes good with everything.

2. Having instant noodles is one of those sweet moments they give to themselves.

Thus, our strategy is to season Uni-Noodle with the most special flavouring – moods.

Since established in 1971, Uni-Noodle has preserved the goodness in its noodles with very little flavouring and led Taiwanese instant noodles market. But in recent years, competitors start to create variety with loads of condiments, being the leading brand does present its challenges. Existing consumers may appreciate Uni-Noodle’s taste, but feel it lacks a sense of newness. Younger generations do not feel emotionally connected with Uni-Noodle.

Hence, it presents our challenges as how to re-create the product value and rejuvenate the brand image.

The objectives of this campaign are:

1. To increase the brand loyalty of existing consumers

2. To increase the brand preference of young generations