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Cup Noodle - Camping alone can also be fun
Embrace the joy of solo camping with Cup Noodles' "Solo Camping Is Not Lonely, But It’s Happy" campaign, connecting the pleasures of camping with the satisfying warmth of Nissin's cup noodles, refreshing the image of cup noodles as a delightful choice for people.
Group project (school work)
Date: 2023
Project type: Marketing Strategy
Responsibility: Data Research | Graphic design | User research | Mockup
Problem
Cup Noodles originated in Japan in 1984 and has since expanded its sales worldwide. In Hong Kong, the company has its own factory and a museum and is the top-selling instant noodle brand. However, the company has a weaker marketing strategy, with less advertising and campaigns, resulting in a boring branding image.
Insight
Cup noodle is a solo food but not lonely.
Cup noodles are typically viewed as a quick and easy meal for individuals to consume on their own, but they can also be a part of the glamping experience.
Strategy - GET TO BY
GET 18-30 who like or interested in camping
TO Buy more Nissin cup noodles
BY solo food does not mean lonely
Through social media platform campaigns, offline activity
Target Audience
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18 -30 years old youngsters who have an interest in or like to go camping
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How solo camping become a trend now
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“Word-of-mouth” to reach outside of camping youngster
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18 -30 years old youngsters who have an interest in or like to go camping
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How solo camping become a trend now
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“Word-of-mouth” to reach outside of camping youngster
Positioning:
Young, Trendy, Affordable + Warm
Tone and manner:
Warm and lifting
Aims
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Refresh the image of cup noodles are lonely food
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Make connection between cup noodles and camping
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Boost the sales of Nissin cup noodles
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Tell the target audience Nissin cup noodles are the perfect food choice, satisfying and warm for one person
Campaign Details - Duration and Schedule
There will be 4 multiple channels included in the campaign and which includes Instagram, Facebook, pop-up store and search engine and website.
Campaign Name:
Solo Camping Is Not Lonely, But It’s Happy (一個人露營都可以盡興)
Campaign Duration:
2 months (From 1 December 2022 to 31 January 2023)
Campaign Execution - Instagram
Invite KOL to promote eating cup noodles alone (一個人都可以吃豪華杯麵)
Tone:
Funny / Relaxing
Strategy:
Maintain Relationship and interact with the audience
Campaign Execution - Facebook
Hashtags:
#Glamping #Camping alone can also be fun #CampingEssentials #Camping must haves #一個人露營都可以盡興 ＃露營必備
Strategy:
Post reaction, like, and sharing
Tone and Manner:
Fun, interesting, warm
Tone and manner:
Fun, interesting, warm
Reach more camper targets who use Facebook, and reach more engagement rate from participants' reactions.
Campaign Execution - Pop-up Store and Giant Cup Noodle Tent Decorations
Location:
Pop-up store: Atrium, K11 Art Mall (G/F)
Giant cup noodle tent: Covered and open-air atrium, K11 Art Mall (G/F)
Photo of K11 Art Mall
Lofi mock up photo - Pop-up store
Lofi mock up photo - Giant cup noodle tent
In addition, a tent shaped like a cup noodle will be specially set up in the open-air atrium for adults and children to take pictures inside, simulating the camping experience.
Release limited edition flavors of cup noodles:
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Sukiyaki flavor (with rich ingredients in the cup noodles) 壽喜燒
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Curry beef flavor 咖喱牛肉
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Sake-steamed clams flavor (with rich ingredients in the cup noodles)
Customer Journey
Awareness ➞ Engagement ➞ Conversion ➞ Advocacy
Posters
Advertising video
Click the right-side button to see the introduction video.
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