Kung-fu of Noodles
To leverage "Kung Fu Panda 3" and find a linkage between the brand and the movie to create contents and promotion.
KSF Pickle-flavor Instant Noodle
Most of the Chinese people eat instant noodles now and again. Over hundreds of brands and thousands of different products of varying flavors make instant noodles one of the most competitive FMCG categories in China. Moreover, the instant noodles market decreases every year, and among the pickle-flavor products, KSF is a latecomer brand. The brand awareness and marketing budget are way behind the leading brand.
The objective of this campaign was to communicate that KSF Pickle noodles have a really authentic Sichuan taste. in order to win consumers’ hearts. As the instant noodles are very low involvement products, it is difficult for brands like KSF to capture the attention of consumers. Our strategy was to leverage popular entertainment contents to plan a ubiquitous and entertaining experience so that consumers would be interested in viewing and participating.
Kung-fu of Noodles -Special Episode
Not Content for Brand,
but Branded Content.
We believe that a successful content operation should not only leverage the popularity of the content to gain brand exposure but effectively deliver the brand message as well. It is crucial to find linkage between the stories of the brand and the entertainment content. Therefore we chose “Kung Fu Panda 3” because Kung-Fu Panda Po’s background is a perfect match for the brand.
The creative concept was conceived from Kung-Fu Panda Po’s background- Po was born in Sichuan, the origin of the KSF pickle noodles’ recipe, and his adopted father Mr. Ping owns a noodle shop.
The idea is that Master Rabbit lost his inspiration to make delicious noodles and he wanted to die. Po tried to save him by using his Kung-Fu and a secret ingredient, the Sichuan Pickles.
We gave Po an identity as the “Dragon Warrior”, and transformed the 32 steps of making KSF pickle noodles into 32 kung-Fu moves of the Dragon Warrior to deliver an authentic Sichuan Cuisine image.
Co-operation with Dreamworks
Co-operation with Dreamworks
For four months, we worked closely with DreamWorks to produce the brand video. We developed the storyline, Oriental DreamWorks wrote the script accordingly, and U.S. DreamWorks produced the animation. The video was released on major video websites, and a short version was aired on TV and outdoor media two weeks before the movie Kung-Fu Panda 3 was released.
We then designed 32 gif images using “Po’s Kung-Fu moves” of making KSF Pickle Noodles to release on social media and created action figures of Po as promotional gifts.
The product package served as an entry point for all touch points
The product packaging acted as an entry point connecting social networks, cinemas, e-stores, mobile apps, video sites and other effective touch-points. Consumers buy the product, scan the QR code on the packaging to enter the H5 interactive game to win the premium or a trip to the U.S. DreamWorks.
The feature video “Kung Fu of Noodles” was viewed over 165 million times, and received over 400 million exposures on social media, which generated 2.5 million interactions.
The page view of the H5 reached 4.5 million and the positive comments on social media increased by 132%. More importantly, the sales of KSF Pickle Noodles grew by 22% during the campaign period.