Nongshim (2024)

As part of our continued efforts to elevate the presence of Nongshim products in the Vietnamese market, ABLAB developed a comprehensive strategy and execution plan for the Shin Ramyun IMC (Integrated Marketing Communications) Campaign 2024, aimed at boosting both brand awareness and consumer engagement.

One of the most prominent highlights of the campaign was the Shin Ramyun Concert, headlined by Kim Jong Kook, a beloved Korean singer and TV personality with a strong fan base in Vietnam. The concert successfully drew a crowd of approximately 3,000 to 3,500 attendees, making it one of the largest brand-hosted events in the category. This high-energy event not only generated massive offline engagement but also created a strong emotional connection between consumers and the Shin Ramyun brand.

To support the concert and create a fully integrated campaign experience, ABLAB rolled out a range of marketing activities, including:

- Sampling Activations at key locations, allowing consumers to experience the authentic taste and spicy kick of Shin Ramyun firsthand, encouraging trial and immediate recall;

- Social Media Planning, including the development of creative content calendars, teaser campaigns, live coverage, and post-event amplification to extend the campaign's reach and engagement;

- KOL and KOC Seeding, where influential figures across lifestyle, food, and entertainment niches shared their experiences with the product, boosting credibility and encouraging user-generated content.