The 'Going Deeper' campaign gave permission to our loyalists to get more involved with the brand and offered a call-to-action.
Pot Noodle wanted to engage with their consumers and to create intrigue around the brand as well as communicating with consumers. The campaign aimed to integrate interactive and televisual media platforms to build on a 360 degree 'Food is Fuel' media message for Pot Noodle.
The funny and engaging content was intended to make the ads more impressionable and increase positive feelings towards Pot Noodle whilst strengthening brand relationships. The interactive ad also aimed to drive traffic to www.fuelofbritain.co.uk. The campaign aimed to integrate interactive and televisual media platforms to build on a 360 degree 'Food is Fuel' media message for Pot Noodle.
Research had previously proved that their core consumers were heavy TV viewers - over a third claiming to be 'TV addicts'. Amongst this target audience one in five claimed to press red. 38 per cent of those pressing red do so two or three times a month. The 'Fuel Of Britain' TV ads were humorous and well liked, the interactive element expanded on this and offered the viewer the chance to 'press red' for exclusive additional content. Once in the interactive environment the viewer could watch 4 different films, and had the chance to win a years supply of Pot Noodle.
Using Continental Research and Sky View data was collated to assess the effect of the campaign on key measures; namely reach, awareness, impact on brand perceptions of Pot Noodle, and impact on purchase consideration for Pot Noodle. Pot Noodle was spontaneously mentioned by 13 per cent of interactors - second only to Walkers Crisps when asked "Please name all the snacks you can think of". Brand awareness scores were high with 95 per cent of interactors and 93 per cent of viewers to the TV ad aware of Pot Noodle.
Brand awareness scores were high with 95 per cent of interactors and 93 per cent of viewers to the TV ad aware of Pot Noodle- significantly higher than competitors such as Batchelors Supernoodles, Ginsters and Rustlers. All of the research findings suggested that the interactive TV campaign had helped Pot Noodle achieve their campaign objectives.