NONGSHIM
Our Solution: “9/10” Campaign
ABLAB proposed the “9/10” campaign, based on the insight that 9 out of 10 people who taste Shin Ramyun cooked properly will fall in love with it.
The campaign was designed to both educate and engage, with two distinct phases:
Phase 1: KOL/KOC Reviews
Collaborated with 100+ KOLs and KOCs to demonstrate the right way to cook Shin Ramyun.
Encouraged users to share their own Shin Ramyun recipes, creating authentic community interaction and buzz on social media.
Phase 2: Reality Show Activation
Visited local restaurants and companies across Ho Chi Minh City.
Served them incorrectly prepared Shin Ramyun first, then offered properly cooked Shin Ramyun to capture their real reactions and compare the difference in taste experience.
Project Description
As the year-end sales push approached, Nongshim Vietnam faced a key challenge: although Korean Shin Ramyun is popular, many consumers in Vietnam didn’t know how to cook it the right way - preventing them from fully enjoying its authentic taste.
Impact
Enhanced brand love and product understanding among consumers.
Drove organic engagement and boosted sales during the year-end season.
