Smart Umami Wheels

Introduction to Campaign (Challenge)

How do you put generational stigmas to a stop?

For AJI-NO-MOTO®, the answer was simple: engage, educate, and empower. With the Smart Umami Wheels campaign, AJI-NO-MOTO® set out to change how young Malaysians perceive their product while raising awareness about reducing sodium intake. Running from July 9 to August 5, 2024, this roving activation toured around the Klang Valley area and targeted Malaysian young adults or Gen Z, particularly university students (aged 19 - 27 years old). This demographic was chosen due to its influential role in spreading awareness and shaping societal norms. However, engaging with this tech-savvy and health-conscious audience requires more than just on-screen advertisements. With the help of dynamic out-of-home activation and a strong social media presence, the campaign sought to introduce the Smart Salt concept interactively and memorably.

The Solution

To achieve the campaign’s objectives, AJI-NO-MOTO® adopted a multi-faceted approach. The first step was creating awareness through eye-catching and informative social media posts, complemented by vibrant advertisements to promote the Smart Umami Wheels. By using visually attractive and trendy designs, the brand was able to grab the attention of university students and entice them to visit the truck. The activation featured exclusive freebies and limited-edition merchandise, such as stickers, hand fans, lanyards, t-shirts, enamel pins, and fridge magnets, which became instant hits among visitors. The use of merchandise helped foster a sense of connection and excitement, driving engagement and attendance.

The insights driving this campaign were clear. The Malaysian Community Salt Survey revealed that Malaysians consume an average of 7.9 grams of salt daily, well above the World Health Organization's recommended 5.0 grams. AJI-NO-MOTO® stepped up to address this concern by educating young adults about how MSG can help reduce sodium intake without compromising the flavour of their meals. The campaign’s creative concept combined education with entertainment, introducing engaging activities such as a digital memory game, a Gashapon machine, and free food tastings to introduce the Smart Salt concept in a fun, relatable way.

The campaign execution involved leveraging two primary channels:

Roving Activation

The highlight of the campaign was the AJI-NO-MOTO® Smart Umami Wheels, a roving truck that visited universities and high-traffic areas to interact directly with the target audience. The truck served as both an educational hub and a hotspot for social interaction, creating buzz across campuses. Over the campaign period, more than 4,000 people visited the truck, and nearly 3,000 actively participated in the activities. The colourful truck design, trendy visuals, and the energy around the activation caught the attention of passersby, drawing them in to experience the Smart Salt concept firsthand.

Social Media Platforms

In parallel, AJI-NO-MOTO® leveraged social media platforms like Facebook, Instagram, and TikTok to reach a wider audience. By engaging with dietitian influencers and lifestyle key opinion consumers (KOCs), the campaign built credibility and hype. Influencers shared their experience with the Smart Umami Wheels, further cementing AJI-NO-MOTO®’s role in promoting healthier cooking habits. The combination of both in-person activations and online engagement allowed AJI-NO-MOTO® to create a well-rounded, highly impactful campaign that not only reached but resonated with its target audience.