ME AND MY MAGGI by Publicis iStrat Gurgaon for Maggi

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ME AND MY MAGGI

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Industry Pre-Cooked Meals & Frozen Food
Media Direct marketing
Market India
Agency Publicis iStrat Gurgaon
Director Mr. Arun Gopalan
Copywriter Vishal Chemjong, Shikha Sud, Ritu Sharda, Sudhir Das
Released March 2009

Credits & Description

Category: Loyalty/Continuity Schemes
Advertiser: NESTLÉ
Product/Service: MAGGI NOODLES
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Gurgaon, INDIA
Entry URL: http://d258078.u158.palcomweb.net/meandmeri/index.asp
National Creative Director: Emmanuel Upputuru (Publicis Communications)
Copywriter/Senior Creative Director: Anindya Banerjee (Publicis Communications)
Copywriter: Vishal Chemjong (Publicis Communications)
Copywriter: Ritu Sharda (Publicis Communications)
Copywriter: Sudhir Das (Publicis Communications)
Copywriter: Shikha Sud (Publicis Communications)
Account Director: Smriti Chawla (Publicis Communications)
Senior Vice President: Ashutosh Sawhney (Publicis Communications)
Marketing Manager: Arvind Bhadari (Nestlé India)
Vice President / Communication: Virat Mehta (Nestlé India)
General Manager Foods: Shivani Hegde (Nestlé India)
Head of Film Department: Hozeifa Alibhai (Publicis Communications)
Senior Film Manager: Istling Mirc (Publicis Communications)
Director: Arun Gopalan (Storytellers)
Media placement: TV Campaign - Star TV, HBO, Star Movies, Pogo - March 15, 2009
Media placement: Online Campaign - Http://d258078.u158.palcomweb.net/meandmeri/index.asp - March 15, 2009
Media placement: Maggi Packs - Point Of Sales - June 15, 2009
Media placement: Press Campaign - Alive Magazine - August 1, 2009

Describe the brief/objective of the direct campaign.
1983. The year of Maggi. For India, it was love at first bite. Over years, consumers who had started off with Maggi as kids had grown into adults now. And they would have 25 years worth of stories to share - intimate, funny, cute, sweet, dramatic and sometimes, poignant. So the intention was to locate these people who had Maggi stories and get them to share them with the world. These stories would be compiled together and shared. In the process, a 25-year old relationship with the brand would be cemented further.

Explain why the creative execution was relevant to the product or service.
We used one of the largest and most distributed media platforms available: The Maggi noodle pack. Each pack had a billion potential readers/consumers. In addition, they were stories that the consumers themselves had written. Hence it was close to the consumer's heart, and a moment his life. In the process, the consumer began owning the Maggi pack, and by extension, began owning the brand. Proving once again, loyalty cannot be bought. It has to come from within.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The concept: Turn India’s favourite food into a bestseller. The execution: On Maggi’s 25th year, we gave every Indian a chance to turn into an author. TV commercials, radio spots, virals, a website (www.meandmeri.in), banners and social media groups stirred the nostalgia of the past 25 years and invited people to write in with their Maggi stories. In 3 months, 30,000 authors wrote in. 7,000 of them logged on www.meandmeri.in The rest through SMS and letters. 60 of them were published it on packs. Each story was read and enjoyed by over 200 million Indians.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With the 'Me and Meri Maggi' (Me and My Maggi) campaign, the brand achieved spectacular results. The website www.meandmeri.in logged in 100,000 unique visitors. 30,000 stories were uploaded (7,000 of them were on the website and the rest wrote through SMS and conventional mail.) Each story was read and enjoyed by over 200 million Indians (Harry Potter and the Order of the Phoenix sold 12.5 million copies)