Creative Execution

A TV commercial, 6 micro clip videos on Facebook to introduce the characters and tease the campaign, 6 multi-product ads on Facebook, a MAGGI Facebook page takeover announcing the revolution, a reveal video featuring the vocal talent behind the characters.

+141.5% sales uplift YTD May 2015. Penetration grew by 8%. 50% of annual sales target reached within April. ROI for TVC for 4 weeks period was 0.5, while the digital campaign delivered 1.6. Off Take performance for digital increased by 230% vs. the period before campaign launched. 10.4% Conversion (Thai FMCG average is 0.75). Over 5 million reach. 46 million total impressions. + 11% Purchase intent – the hardest metric to move, and an increase of 1-2 points is usually considered a success. Brand awareness increased by 5 points. (Nielsen measured the performance using its advanced analytics solution Brand Effect)

The strategic objective of the campaign was to improve Awareness of the MAGGI brand and to help move the product off the shelves through higher Purchase Intent. Communication Task: Convince Thai Moms to break the habit and choose MAGGI Oyster Sauce. Target: Devoted Moms who considers watery Stir Fry a cooking failure. The strategy - rich in taste, thick in look - positions MAGGI as the only oyster sauce rich and thick enough to master stir fry dishes. We dramatize our RTB by creating a memorable cast of frustrated stir fry ingredients who are fighting for a richer, thicker MAGGI Oyster Sauce across Thailand. The characters stage a coup and demand a better, tastier sauce. Insights and Idea. For Thai Moms, thin, watery gravy is the sign of a failed stir fry. Thickness, on the other hand, connotes rich taste and the right kind of saucy coating.