ME AND MY MAGGI by Publicis Ambience Mumbai 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 Ambience Mumbai
Director Mr. Arun Gopalan
Copywriter Vishal Chemjong, Shikha Sud, Ritu Sharda, Sudhir Das
Released March 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: NESTLÉ INDIA
Product/Service: MAGGI NOODLES
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, 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)
Client Services Director: Smriti Chawla (Publicis Communications)
Senior Vice President: Ashutosh Sawhney (Publicis Communications)
Marketing Manager: Arvind Bhadari (Nestlé India)
Vice President, Communications: Virat Mehta (Nestlé India)
General Manager, Foods: Shivani Hegde (Nestlé India)
Production Head, Films: Hozeifa Alibhai (Publicis Communications)
Production, Films: 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. Today, Maggi owns the noodle category. However, some players were threatening to enter the category. Maggi decided to use its 25th anniversary to promote Brand Maggi amongst its loyal consumers. The target audience was consumers who had started off with Maggi as kids and had now grown into adults. Evidently, they would have 25 years worth of stories to share. The objective was to get them to share their Maggi stories with the rest of the world.

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. Also, they were stories that the consumers themselves had written. Each story was real, and hence close to his heart. He began owning the Maggi pack, and by extension, the brand. It was expected that people would remember their own good times with the brand and be encouraged to pass on this rich heritage to their children.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The concept: Publish the world’s first bestseller on a noodle pack. By using one of the smallest yet, the most widely distributed media platforms available: the Maggi noodle pack. The execution: TV commercials, radio spots, virals, a website (www.meandmeri.in), banners and social media groups invoked the consumers' loyalty and invited them to share their Maggi stories. There were no clear projected numbers because it was the first time an exercise of this magnitude was being undertaken. However a quick research of Maggi fan clubs in the social media suggested that at least 10,000 - 15,000 stories would be collected.

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 surprised us with its 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 23,000 wrote through SMS and conventional mail.) 60 of them were published on packs. Each story was read and enjoyed by over 200 million Indians. Each story was read and enjoyed by over 200 million Indians.(That's more than the readership of Harry Potter and the Order of Phoenix that sold 1.25 million copies.)