{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BREAKTHROUGH IN PR","is_link":false},{"keyword":"ENTRANT COMPANY","content":"BLKJ HAVAS, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"ONE NOODLE","is_link":false},{"keyword":"BRAND","content":"HARAKU RAMEN","is_link":false},{"keyword":"ADVERTISER","content":"ISMAYA GROUP","is_link":false},{"keyword":"AGENCY","content":"BLKJ HAVAS, SINGAPORE","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"ROWENA BHAGCHANDANI","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"FIONA HUANG","is_link":false},{"keyword":"CO-FOUNDER CREATIVE PARTNER","content":"LESTER LEE\/KHALID OSMAN","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"JOJI JACOB","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"GUILHERME MACHADO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"JULIANO ALMEIDA","is_link":false},{"keyword":"ART DIRECTOR","content":"GILDA LIM\/JC AUJERO","is_link":false},{"keyword":"COPYWRITER","content":"JOSHUA TJANDRA","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"K CHENG","is_link":false},{"keyword":"AGENCY PRODUCER","content":"FELIPE SILVANI","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"VIVIEN FOO","is_link":false},{"keyword":"MEDIA AGENCY","content":"HAVAS MOONFOLKS, JAKARTA","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER & PRESIDENT DIRECTOR","content":"ANISH DARYANI","is_link":false},{"keyword":"INTEGRATION MANAGER","content":"RIZKHIE ARISSAPUTRA\/TAMARA WULANDARI","is_link":false},{"keyword":"CLIENT DIRECTOR","content":"DYAH ARIANI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Haraku, an up-coming noodle brand in Indonesia, was facing intense competition in a market dominated by larger players controlling 80% of the sales. The challenge was to stand out and build awareness among younger consumers, particularly the gaming community. Gamers, aged 18-35, are a highly engaged demographic that prioritises convenience and lifestyle experiences that fit into their gaming routines.\r
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The goal was to engage with them in a unique way breaking through the noise of traditional noodle marketing. Haraku needed something that not only increased brand awareness but also drove sales and foot traffic, both in-store and online.\r
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Instead of a campaign, we created a product. The One Noodle, a 3.5-meter-long noodle that seamlessly integrated into the gaming experience, allowing gamers to eat and play without interruption. By tapping into Indonesia’s vibrant gaming culture, Haraku aimed to create a buzz that would engage the target audience and elevate the brand.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"In a market where noodle brands shout to be heard, we chose to whisper with innovation, yea, why not call it an innovation. The One Noodle solves in a cheeky and unique way a real, culturally rooted problem.\r
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Gamers, one of Indonesia’s most passionate communities, often snack while playing, but any meal requires two hands, forcing them to pause.\r
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The One Noodle is a single, 3.5-meter-long, unbreakable strand that could be slurped with one hand, letting the other stay on the controller. It turned a daily frustration into a delightful moment, blending food design with user behaviour.\r
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By crossing the boundaries of product, culture, and utility, Haraku didn’t just market to gamers, it became part of their lifestyle.\r
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Unexpected, absurd, and surprisingly useful, The One Noodle wasn’t just a meal. It was a whole gaming experience.","is_link":false},{"keyword":"STRATEGY","content":"In Indonesia, instant noodles are a national staple, but in the competitive noodle market, Haraku was a small player, overshadowed by giants.\r
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To grow, Haraku needed to connect with a specific, passionate audience.\r
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Over 100 million Indonesians play, making it a massive, influential subculture. Research showed gaming and snacking go hand in hand, but most foods—especially noodles—require both hands, disrupting gameplay.\r
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Here comes our insight: a beloved national food was incompatible with the country’s favourite pastime. Instead of interrupting gamers with ads, we decided to embedded itself into their behaviour.\r
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The solution was absurdly simple and deeply relevant: The One Noodle, a single 3.5-meter-long strand that lets gamers slurp and play simultaneously. It was a product born from behaviour, not branding.\r
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By addressing a small but real tension, Haraku created cultural conversation, earned attention without buying it, and claimed a space none of its competitors even saw.","is_link":false},{"keyword":"EXECUTION","content":"The One Noodle was brought to life as a fully edible, 3.5-meter-long unbreakable noodle, crafted with a special egg-enriched dough for strength and slurpability.\r
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It launched with a high-impact, in-person gaming event at Haraku’s Jakarta outlet, where gamers tested the noodle live, playing with one hand while slurping with the other. The experience was filmed and amplified across TikTok, Instagram, and YouTube using gaming influencers like BangPen, sparking curiosity and organic sharing. Packaging was gamer-friendly, with a U-shaped cutout for easy slurping.\r
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The noodle was available for a limited time in-store and through GrabFood, making it accessible across key urban centers. Despite minimal media spend, the campaign scaled fast—selling out 20,000 bowls within weeks.\r
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When footfall spiked by 60%, Haraku responded by ramping up production, proving agile and responsive to demand. The execution turned a niche product into a pop culture moment, tailored to the gaming community’s behaviours and platforms.","is_link":false},{"keyword":"RESULT","content":"The campaign led to a 60% increase in organic footfall and a 16x rise in online delivery impressions, signalling a significant boost in brand awareness and consumer engagement. The excitement generated by the gaming event and social media buzz resulted in over 596,410 organic reach on Instagram, showing a shift in consumer behaviour and a rise in brand preference among gamers.\r
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The limited release of 20,000 bowls sold out quickly, driving immediate sales and demonstrating demand for the product. This success proved that addressing a specific consumer need could result in tangible commercial outcomes.\r
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Haraku’s innovative approach helped differentiate the brand in a crowded market, strengthening its position as a leader in product innovation. The One Noodle will become a long-term offering, suggesting continued growth in consumer loyalty and sustained brand relevance, setting the stage for future success in the gaming and food crossover market.","is_link":false}],"files2":[{"name":"PR18_002.mp4","type":"mp4"},{"name":"PR18_002_DI01L.jpg","type":"jpg"}],"count":2}