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

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, a website includes recipes and cooking demonstration videos launched. 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 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.

The real noodle shop was tremendously successful. So we continued open several shop-in-shops within the biggest convenience store chain in Taiwan during the Season2 campaign. Therefore, customers who were touched by the movies can visit a shop-in-shop nearby.