Titanium > Titanium and Integrated
OCCUPY STIR FRY
PUBLICIS THAILAND, Bangkok / MAGGI / 2015
Overview
Credits
OVERVIEW
BriefExplanation
This is an integrated campaign with an emphasis on social.
CampaignDescription
Communication Task: Convince Thai Moms to break the habit and choose Maggi Oyster Sauce
Target: The devoted Mom who considers watery Stir Fry a cooking failure
The challenge: Make Maggi Oyster Sauce, a challenger brand with 1.8% market share, relevant to the Thai consumer
In Thailand, Maggi is seen as an international brand with a weak relationship to the local market.
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 hardworking RTB (thick in look equals rich in taste), 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.
Kids everywhere are bored with watery sauce, and our ingredient heroes just won’t take it anymore.
Effectiveness
The campaign performed beyond expectation:
Total Reach: 11, 179, 008
Total views: 1.43 million
Engagement: 104, 306
Conversion: 10.9% (the FMCG average in Thailand is 0.75%)
Implementation
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
Relevancy
Our goal is for Maggi to lead the oyster sauce market in Thailand.
Specifically: Increase spontaneous awareness from 43% in 2013 to 60% in 2015.
The client loved the powerful simplicity of 'rich is thick'.
Thickness is Maggi's tangible proof when the sauce hits the pan. For Thai Moms, our target consumer, 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.
The Occupy Stir Fry launch became an engaging, unexpected way to deliver against our RTB.
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