OBJECTIVE
With more and more snack alternatives both within and outside the category, we want to position Unox Good Noodles in a way that is impactful and 'talkable'. Greater brand awareness will help Good Noodles grow their market share.
EXECUTION
In a departure from the traditional approach of featuring models alongside the product, Unox decided to engage consumers in a unique and interactive way. They challenged individuals to pose with a pack of Good Noodles for as long as they could, in front of a live camera on location. By encouraging participants to showcase their stamina and determination, Unox effectively communicated the message that with Good Noodles, you can keep going.
To maximize the reach and impact of this activation, Unox enlisted the help of popular social media influencers, namely De Gierige Gasten, Sophie Milzink, JayJay Boske, and Gio. These influencers took the lead in the challenge, further amplifying the campaign's exposure and attracting a wider audience.
The activation was broadcasted live on various digital out-of-home (DOOH) displays and bus shelters, provided by Outdoor Advertising operator JCDecaux. This ensured that the challenge was visible to a large number of people in high-traffic locations. Participants who achieved the best times in the challenge were rewarded with a remarkable prize: free Good Noodles for the rest of their lives.
The activation concept was conceived by DDB & Tribal Amsterdam and executed in collaboration with JCDecaux, Mindshare, and Kinetic. In addition to the live challenge, Unox supported the campaign with product-oriented online and outdoor advertising. This included eye-catching packshot displays and short online videos to further enhance the campaign's visibility and engagement.
Through this innovative and engaging activation campaign, Unox successfully captured the attention of consumers, highlighted the enduring energy provided by Good Noodles, and leveraged the influence of social media personalities to expand the campaign's reach.
