Memorable Brand Experiences.
Nongshim wanted to drive awareness of its bold noodle range and introduce new audiences to the unmistakable flavour of Korea’s #1 ramen. The goal was to connect with city shoppers, workers, and uni students in an authentic, energetic way — sparking curiosity, conversation, and trial through a memorable branded experience in one of Melbourne’s busiest retail hubs.
Polite Playground brought Nongshim’s vision to life with an immersive brand activation in the heart of Melbourne Central. Polite managed the campaign from location sourcing to creative ideation and full-scale event production.
The high-traffic pop-up invited passers-by to sample the product, play a custom Memory Match game, capture creative photos, and print a personalised poster — turning casual foot traffic into moments of delight and discovery.
With a plethora of interactive experiences available, dwell time increased and brand engagement extended beyond just product sampling.
To manage overwhelming demand (with wait times reaching up to four hours!), we introduced a seamless digital queuing system that kept visitors engaged and informed. Friendly brand ambassadors delivered key product messages, encouraged sharing, and rewarded participation with free Nongshim merch.
The activation was a huge success — delivering thousands of interactions, vibrant social media moments, and powerful brand awareness across Melbourne’s inner city. It showcased the impact of smart experiential marketing underpinned by an attention-grabbing set design and interactive event technology in turning taste into talkability.
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