Dentsu Aegis Network (DAN) agencies The Story Lab, MKTG and Carat have collaborated on an interactive and authentic culinary experience for Philips Australia at Sydney’s iconic Night Noodle Markets.
In a bid to drive relevance, trial and consideration for Philips’ Pasta and Noodle Maker, the DAN agencies have created a unique opportunity for foodies to get hands-on and make their own fresh noodles and pasta to take home – a first in 19 years of the Night Noodle Markets.
Hosted by My Kitchen Rules winners Sammy and Bella (pictured above), and Great British Bake Off winner Sian Redgrave, against a spectacular backdrop of a fresh pasta wall, food lovers are invited to design their own colourful and personalised varieties of fresh noodles and pasta using the Philips Pasta Noodle Maker to take home and cook.
The three agencies are providing support for the event across the following key marketing areas: partnership negotiation, project implementation and content creation (The Story Lab); activation development and event execution (MKTG); and media planning and amplification (Carat).
Claire Crennan, content partnerships director at The Story Lab, said: “Philips set us the challenge of driving relevance and consideration for their Pasta and Noodle Maker amongst an affluent gourmet home chef audience during spring.
“Our unique, social activation and partnership with Fairfax’s Good Food Month has served as a catalyst to bring the product to life within the meaningful context of the Night Noodle Markets.”
Kay Cho, marketing manager at Philips, said: “It was important for us that we didn’t focus our efforts on purely the activation at the Night Noodle Markets, but ensure that the experience itself served as a stimulus for creating authentic content and conversation to give the partnership and our presence scale.
“Working in close collaboration with Fairfax and our partner agencies MKTG, The Story Lab, Carat and Fleishman PR has enabled us to showcase the capability and relevance of the brand through digital, social media and influencers.”
The Philips Pasta and Noodle Kitchen at the Night Noodle Markets is open until Sunday 22 October.
Client: Kay Cho, Philips
Strategic partnerships: Jason Ampt, Fairfax
Content partnerships: Claire Crennan, The Story Lab
Activation: Laura Kent, MKTG
Media: Michael Marsh, Carat
PR: Zoe Finlayson, Fleishman