Cup-a-Soup Anytime Anywhere Kontes Berakhir

Change people’s perception of Cup-a-Soup from boring to fun and exciting.

Mulai Selasa, 28 Juni 2016 Akhir 12 Juli 2016 23.59 UTC Pertimbangan Hasil Tertunda
Mulai
Selasa, 28 Juni 2016
Akhir
12 Juli 2016 23.59 UTC
Hasil
September 2016
Brief

Konteks

From Austria to Zimbabwe, we find soup on the tables of most countries, if not all, cooked in slightly different ways but recognizable as soup. Soup can take the form of a starter or appetizer, a hearty main, a snack or a meal on its own. Today, we’re looking at soup as a snack, for busy young people who don’t always have the time for a proper meal, but still want to fill up on something nutritious.

Young adults, aged 18-35, are busier than ever before. Work spills over into after-work hours; they’re always “on call” and there are so many different things that vie for their time and stomach. For them, a meal might not be the typical three meals a day, eaten at breakfast, lunch and dinner, but a series of smaller alternatives that fill the belly and give them the nutrition that they’re looking for.

Knorr is a well-known global food brand. It is a big player in bringing delicious soups to tables in many homes, and the same quality ingredients go into Knorr Cup-a-Soup. With its convenient on-the-go sachet format, Cup-a-Soup is perfect as a convenient and quick way to satisfy hunger pangs, bringing flavour to people’s lives anytime, anywhere, in just a minute.

Tantangan Kreatif

Make Knorr Cup-a-Soup the first thing young adults reach for during the day when they’re feeling hungry and need a snack to quell their hunger pangs.

Instead of reaching for the usual snacks, like chocolate or potato chips, Cup-a-Soup is a lifesaver hot snack that can help satisfy those hunger pangs during the day. But when we think of soup, we think of the cliché that soup is something that’s “good for you” but that’s not exciting in any way. How would you change that?

What do you need to do?

  • Tell us a story that makes Cup-a-Soup a must-have in the day of a young adult’s life, that’s fun, exciting and once again relevant in their busy schedule, not just a “by the way” necessity.
  • Bring to life your story in the form of a poster with a tagline.
  • Answer these 3 questions:
  1. How is your idea different from the old boring clichés of soup being just “good for you”?
  2. How would your idea convince people to choose Knorr Cup-a-Soup over other snacking alternatives?
  3. How is your idea relevant to young people today?

Eating soup as a snack, while convenient and quelling hunger pangs, can been seen as functional and mundane. Your job is to turn the boring into an exciting and fun moment that young people can enjoy in the midst of their busy day.

Tips

Contoh ini hanya diberikan untuk menjelaskan apa yang kami harapkan. Harap jangan gunakan contoh tersebut dalam karya yang akan kamu kirim atau entrimu akan ditolak.

Here are some things to think about when brainstorming your idea:

  • Think about what “a day in the life of” is like for young people aged 18-35; they may be busy in the office or they may be busy at school
  • What might these people find interesting or fun or exciting?
  • Our Cup-a-Soup audience faces many messages from many brands throughout their day that compete for their time and attention, in magazines, online, billboards, social media. How would your great idea grab their attention?
  • While we want new and exciting ideas to get young adults to drink soup, bear in mind that the Cup-a-Soup is young, smart, easy-going and friendly. It is not extreme and it is not over-the-top.

Example of a bad idea: A visual of Knorr Cup-a-Soup packed with fresh vegetables and herbs to convey nutrition in a cup. While this is definitely not wrong, it’s very functional – we want to make soup exciting and fun again to young people, not just the cliché of what goes into a soup, even if it’s fresh and nutritious.

Hadiah

Hadiah Juri

  • #1 Hadiah €3.000
  • #2 Hadiah €1.500
  • #3 Hadiah €500

Format

1st page poster with a tagline; 2nd page answers to the three questions (max 2 pages PDF).

Kriteria untuk Menang

Your ideas will form the inspiration for Knorr Cup-a-Soup campaigns for people aged 18-35 over the next few years so it’s important to be creative. We are looking for fun and exciting ideas that will engage them and get them to ditch the clichés of soup and think about it in a totally new light. How can you get them to love Cup-a-Soup?

Panduan

Panduan untuk kontes ini

  • Entries must be in English only.
  • Please use the cup and logos provided in the creative toolkit
  • Entri yang dipilih akan digunakan di Internet. Otorisasi dan lisensi untuk menggunakan elemen yang dilindungi (termasuk musik, foto..) harus sesuai dengan penyiaran internet. Kamu harus dapat memberikan bukti tertulis dari otorisasi dan lisensi pada setiap saat.

Panduan standar eYeka

  • Jangan sebutkan data pribadi di dalam entri (nama, nomor kontak, alamat e-mail, dsb.)
  • Simpan kreasi versi berkualitas tinggi untuk digunakan jika kamu terpilih sebagai pemenang.
  • Mediamu harus merupakan kreasimu sendiri untuk dapat dipertimbangkan masuk ke dalam kontes.
  • Kamu harus memperoleh izin tertulis dari setiap pencipta dan pelaku yang telah berkontribusi dalam media tersebut.
  • Jika kamu memiliki karya apa saja (musik, foto, desain, dsb.) yang bukan merupakan milikmu sendiri, harap nyatakan di dalam keterangan media apakah musik dan/atau gambar yang telah kamu gunakan merupakan karyamu sendiri dan berikan tautan ke lisensi yang memberi kamu hak untuk menggunakannya.
  • eYeka akan meminta kamu menyediakan bukti tertulis atau salinan semua dokumen tertulis yang mengonfirmasi izin penggunaan karya tersebut yang memungkinkan eYeka dan klien-kliennya untuk menggunakan media sesuai ketentuan Peraturan kontes.
  • Media yang tidak mematuhi peraturan-peraturan tersebut tidak akan diperhitungkan untuk dimasukkan ke dalam kontes.