FANTASTIC NOODLE CUPS: PIMP MY KETTLE

Credits:

Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Title: PIMP MY KETTLE
Advertiser/Client: SAN REMO
Product/Service: FANTASTIC NOODLE CUPS
Entrant Company: OMD Sydney, AUSTRALIA
Media Agency: OMD Sydney, AUSTRALIA
Creative Credits
Name Company Position
Joanne Liddell OMD Fuse Sydney Director Sponsorships/Partnerships/Events
Eb Yusuf OMD Fuse Sydney Senior Communications Manager
Paula Briffa OMD Adelaide Account Manager
Kim Boehm Clemenger Adelaide Managing Director
Greg Knagge Clemenger Adelaide Creative Director
Geoff Robertson Clemenger Adelaide Senior Art Director
Matt O'grady Clemenger Adelaide Copywriter
Adam Johnson Clemenger Adelaide Art Director
Kirsty Allison Clemenger Adelaide Producer
Judi Oehme Clemenger Adelaide Producer
Chris Mcardle Clemenger Adelaide Manager/Strategy/Client Services
Simon Dick Clemenger Adelaide Web Designer
Ashley Coleman Clemenger Adelaide Web Designer
Rob Mcintyre Clemenger Adelaide Web Designer
Nic Noben Clemenger Adelaide Technical Lead
Julie Robuck Clemenger Adelaide Account Manager
Details
Results and Effectiveness:
There were over 40,000 unique visits to the Pimp My Kettle interactive website. Tracking research showed strong lifts in awareness, brand preference, intent to purchase and best tasting noodles scores and nearly half of our target audience said they had seen the campaign. Most importantly, sales throughout the campaign period were up by 34%.
Creative Execution:
We developed a campaign called ‘Pimp My Kettle’. This was a parody of the MTV programme ‘Pimp My Ride’, but instead of cars, it was kettles. The campaign had many touch points including interstitials and in programme content on MTV, a website, radio, outdoor, magazine, street press, PR and a sampling programme featuring a pimped up van that toured Australia. The website featured kettles that had been ‘pimped’ by well known cult artists, such as Ben Frost and celebrities, such as Harry Kewell. As part of our MTV negotiations, an event was held at the MTV Gallery, Sydney. On the night, we held an auction of the pimped celebrity kettles to raise funds for the Youth Off the Streets charity. Our celebrity ‘pimpers’ and some lucky consumers attended the event which was a PR success. During the campaign, we also ran 2 national sales promotions featuring ‘pimped’ up prizes.
Insights, Strategy and the Idea:
The Cup Noodle market is keenly contested by a few major players – one of which is Fantastic. Whilst Fantastic is a strong player, the category is very susceptible to price promotion. Our campaign objectives were to drive sales and, in doing so, create a stronger franchise for the Fantastic brand to make it less vulnerable to price promotional activity by competitor brands. The key strategic leap was a decision to shift the target to Fantastic’s end consumer (Generation Y males) rather than Female Main Grocery Buyers (who for the most part, buy the product). After spending some time talking to our target audience, they told us that life is too much fun to take everything seriously – especially cup noodles. We decided that the best approach to this campaign was, to use the technical term, “take the piss”.