Gamers and instant noodles go hand-in-hand. But which brand? Dentsu Creative Brazil is putting Nissin Foods Brasil’s U.F.O. instant noodles up-front in gaming culture with a foam device. A foam device that helps with a gaming problem – dented head, the result of wearing headphones for hours.
Humorous, yes. The device is a joke; there are no scientific studies to prove its effectiveness.
U.F.O.AM, which is a wordplay between U.F.O. (the product’s name) and “foam”, is produced through 3D printing using softer filaments than traditional ones. A 3D file of the gamer accessory will be made available on the campaign website for anyone who wants to print it at home and try it out.
Game streamer, Gustavo Minerva, who went viral by showing his head “dented” by the headphone, was one of the influencers who joined in the fun and tested the effectiveness of U.F.O.AM in a livestream on Twitch last March 22. Bruno Moreira, popularly known as “Brino” and one of Brazil’s biggest gaming streamers, also gave a fun warning to gamers during a livestream on Twitch last March 19, to comment on the unusual innovation.
“We are very excited about this new campaign that combines creativity and humour to connect us even more with the gamer audience. U.F.O.AM not only offers comfort, but also a dose of fun, as well as reflecting our commitment to innovating and creating experiences that go beyond the product, generating genuine engagement with our consumers,” stated Ana Fossati, marketing manager at Nissin Foods Brasil.
On Nissin’s social media, a video will present the U.F.O.AM in a humorous way, with a reference to the clichéd aesthetics of “cell phone launch movies”, joking that the accessory has the innovative H.W.A 2.0 technology, which is nothing more than “H.eadphone W.eight A.bsorber”.
In addition, on March 29 and 30, Nissin will also host an activation at the XDome Arena, an arena with dozens of gaming computers in the Santa Cruz Shopping Center, where all the gamers presents will be able to experience what it’s like to play with U.F.O.AM.
“U.F.O.AM is a joke, but with a relevant concept: mixing innovation with entertainment, using humor to generate engagement, given that this is a common situation among gamers, streamers and anyone who wears headphones for long periods. This campaign reflects our commitment to creating unique experiences that go beyond the product and generate a genuine connection with consumers,” commented Kojiro Tanoue, executive creative director of Dentsu Creative Brazil.
