The Brand Objective 

Appealing to the taste buds of Filipinos, the legacy brand launched a new product range, 'Tonkotsu,' in the form of Pouch and Cup instant noodles. However, scaling growth for newly launched products is getting tougher day by day in the face of cluttered market dynamics, rising consumer expectations, and increasing competition in the age of digital disruption. Only brands that persistently identify and leverage new opportunities in the mobile-first world can survive and thrive. Hence, N-URC aimed to launch a mobile campaign to truly get to a granular segmentation of smartphone-savvy Filipinos and set up a pioneering growth model that drives awareness and brand consideration for the 'Tonkotsu' variant of the Nissin noodles. Therefore, the brand needed a technology partner to accurately identify and innovatively engage food-loving Filipinos to drive early market penetration for these products at scale.

The Solution

N-URC partnered with Spark Foundry, a global media agency within Publicis media, and InMobi to launch a mobile campaign with an interactive experience for the consumer.

1) Identifying the Food-lovers in the Philippines: To truly understand the granular insights on the smartphone user behavior in the Philippines, the brand delved into InMobi Audiences and identified the many avatars of food lovers. With the right combination of accurate first-party data signals and an in-depth and holistic view of the target audiences, N-URC identified 'the food lovers across the Philippines on both iOS and Android devices.

2) Delivering a 'Knockout' Experience: Taking a unique approach to delivering an immersive experience, the brand designed a rich-media interstitial to capture the audience's attention and impactfully deliver the message of the new launch. The first screen of the interstitial drives curiosity among the ad viewers with a message to 'wipe the screen for a knockout experience.' Once the ad viewer wipes the screen, they see the new variant 'Tonkotsu' launch followed by the CTA' Shop Now' to enable an instant shopping experience. The engaged users who click on the CTA are redirected to major e-Commerce apps to complete their purchases.

3) Driving Efficiency with Thoughtful Optimizations: By truly understanding the granular insights of the audiences and their interests, the brand identified the top app categories the target audiences always use. Delivering ads on Utility and Entertainment apps and intelligently optimizing campaigns during peak times, mostly during the weekends, helped the brand amplify its reach and engage users effectively.