Indomie HQ noticed a gap in their Australian consumer base. Around the world, the noodle giant’s products are equally popular with folks who live in cities and those who live in rural areas. Not so in Australia, where the key demographic is concentrated in large cities.
There was also a noticeable and unacceptable lack of giant cups of noodles.
Build a giant noodle cup at Spilt Milk in Ballarat, obviously.
A music and arts festival feat. tasty food trucks geared towards young music lovers, Spilt Milk presented a golden opportunity for the Indomie brand. 2019 was the inaugural Victorian iteration of the festival and it was a huge hit. The hunger for large scale music events in country towns proved to be fierce, with tickets selling out months before show day.
The festival was a major departure from the others like it. Why? Because it was primarily marketed to young people who live rurally, rather than city folk who might travel to a paddock 40 mins away from the city.
Eight Clients proposed a sponsorship deal that included the very important giant cup, a social campaign and a pop-up Indomie kitchen.
The 30,000 young people attending the sold-out festival quickly began using the Indomie Cup as a landmark and photo opp. Eight Clients also created Giphy stickers for festival-goers to use in their Instagram stories, which have racked up 476.3K views since launch.
Sponsorship also included organic posts on the Spilt Milk Instagram feed, stories, and inclusion in festival EDMs.