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 Promo & PR, Case study
Market India
Agency Publicis iStrat Gurgaon
Creative Director Vishal Chemjong
Released March 2009

Credits & Description

Category: Best Research
Advertiser: NESTLÉ INDIA
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)
Senior Creative Director/Copywriter: Anindya Banerjee (Publicis Communications)
Creative Director/Art Director: Lobsang Wangchen (Publicis Communications)
General Manager Foods: Shivani Hegde (Nestlé India)
Vice President Corporate Communications: Virat Mehta (Nestlé India)
Marketing Manager: Arvind Bhandari (Nestlé India)
Brand Manager: Alamjit Singh Sekhon (Nestlé India)
Account Director: Smriti Chawla (Publicis Communications)
Account Management: Ashutosh Sawhney (Publicis Communications)
Creative Director/Copywriter: Ritu Sharda (Publicis Communications)
Head of Films: Hoseifa Alibhai (Publicis Communications)
Senior Films Manager: Istling Mirc (Publicis Communications)
Creative Director: Vishal Chemjong (Publicis Communications)
Media placement: TV Campaign - HBO, Star TV - 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

Results and Effectiveness
We created the world's first bestseller on Maggi noodle packs. 30,000 stories were sent in. Almost 7,000 on the website and the rest via SMS and letters. 60 of these were shortlisted and published on Maggi packs. Each story was reaching at least 200 million readers.

Creative Execution
We used one of the largest and most distributed media platforms available: The Maggi noodle pack. We gave a chance to all loyal Maggi consumers to become a bestselling author - because each pack had a billion potential readers/consumers. All they had to do was send in their favourite Maggi stories. Three 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.

Insights, Strategy & the Idea
The Brief: Maggi wanted to celebrate 25 years in India. Insight: Over these 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. Strategy: Research the people who had stories and get them to share them with the world. We opted for a more non-traditional research. We went to the social media sites like Orkut and Facebook. Over 99,000 groups and a million members told us but one thing: People were dying to share their Maggi stories. Relevance: There was stiff competition in the offing with lots of local and international players flexing their muscles. Over 25 years, Maggi would have a loyal fan following. It was important to guard these loyal customers from being poached over.