Originally from Japan, Ippudo is one of the most well-known ramen brands in Hong Kong, with an extensive branch network across the city. However, the competition of the ramen market had become keener than ever with the rise of boutique ramen places opened in the city. The once-famous ramen giant therefore needed a new product and a refreshing brand image to appeal to the consumers again, especially the younger generation.
The execution of the branding campaign saw a crossover with the Japanese superhero series “Kamen Rider (假面騎士)”, adopting a modern and light-hearted approach. Apart from traditional advertising, the essence of the branding exercise lied in the application in the restaurants, such as staff uniform, menu and order sheet, filling the environment with energy and excitement. Not only did it fill the consumers with joy, but also boosted the morale of the staff.
Because of the success of phrase1 promotion, Ippudo would like to carry on phase2 to promote their membership renews.
TASK: Get the member to renew their membership by creating an interactive hangshin machine game, members can play and get the video as a gift and share on social media.
We shot the video of Kaman Rider Black and Gee Gee in Japan, then we passed the video to IT team to do the programming. We put a total of 6 hanghin machines at Ippudo store, customer and staff both enjoyed playing the game and this helped the store attracted customers and expanded the membership database.