Leveraging the distinct social behavior of Vietnamese people — their fondness for communal activities alongside the common practice of eating noodles alone — our campaign recognized an opportunity for Hao Hao to scale up its "Sharing Happiness" mission. This insight allowed the brand to strategically position itself as the connector between personal satisfaction and “Sharing happiness”.    

This insight led to the core of our event: making the act of noodle consumption a sharing happiness. By tapping into the cultural insight that meals become more meaningful when shared, we aimed to shift consumer behavior from solitary consumption to communal enjoyment. This strategy not only resonated with the traditional values but also offered a new narrative in the food industry, positioning Hao Hao as a facilitator of community and joy.    

The decision to utilize a shared eating experience as the focus of our campaign was designed to resonate with our audience’s cultural tendencies and social habits, ensuring relevance and deeper emotional engagement with the brand.

At the heart of our campaign was the creation of the largest ever gold-plated noodle pan, a symbol of Hao Hao's dedication to "Sharing Happiness" on a grand scale. This initiative allowed thousands to gather and experience the joy of eating golden noodles together, turning a simple meal into a communal celebration during Hao Hao's birthday season. It was a first-of-its-kind event that not only celebrated the brand’s anniversary but also brought people together in a unique and memorable way.    

The gold-plated noodle pan attracted widespread attention, capturing the imagination of a mass audience and symbolising unity and sharing happiness. This endeavor significantly elevated Hao Hao’s brand visibility, engaging the community in a collective experience that highlighted the brand's commitment to innovation, tradition, and togetherness.

Our connection plan was harmonised by digital and physical channels. Online, we sparked curiosity and engagement through teaser posts, interactive content, and storytelling, creating a buildup to the main event. Influencers and community groups were leveraged to spread the word, extending our reach and adding authenticity to the message.    

Offline, we transformed local neighbourhoods into celebration zones, leading up to the central event with the largest gold-plated noodle pan. This strategic mix ensured that our message of sharing happiness resonated across different platforms, reaching a wide audience while maintaining a consistent brand experience.    

The campaign's digital footprint was designed to convert online buzz into offline participation, encouraging audiences to join the celebrations, share their happiness, and become part of Hao Hao's story of communal joy.

Our campaign set ambitious KPIs to measure the success of our strategy in converting individual moments into sharing experiences. The campaign exceeded expectations with 4.8 million engagements on social media, reflecting the wide-reaching impact and high level of audience interaction.    

Additionally, the event’s success was marked by the serving of 1,800 bowls of gold-plated Hao Hao noodles, symbolizing the extensive reach and active participation of the community. This not only met our goals but also created a tangible sense of togetherness among participants.    

The campaign’s historic results and the setting of a new Vietnamese record added an element of pride and achievement, further solidifying Hao Hao’s position in the market and in the hearts of the Vietnamese people. These KPIs collectively demonstrate the campaign’s profound impact in promoting sharing happiness and enhancing brand engagement.