On Miojo Day (Instant Noodles Day), we didn’t need a campaign but a piece of news that would trigger this relationship people had with the product and had never owned up to. The intention was to escape from the fast food image and we conquered the attention and associated the product with the authorities in haute cousine. This way we stimulated a change in perception about the brand. Miojo's day repositioned Nissin, defended its market leadership and created a mark in calendar when PR is all about the brand.

Book: 1,005 copies sold in 3 months. US$ 14,000 raised for the NGO.

Facebook: 1,844 accesses to the app. 17,508 unique views of the page. 22.74% increase in number of fans on the fanpage.

In one day of vending machine in the subway: 68,000 people impacted. Almost one thousand people took part and got their special package of miojo instant noodles.

Free media:

Radio: US$ 23,276.00

Internet: US$ 5,171,582.00

TV: US$ 431,740.00

Print Media: US$ 408,500.00)