Malaysian Media Awards Winners Showcase
2013 | Gold | Best Use Of Sponsorship
Advertiser: Nestle Products Sdn Bhd Brand: MAGGI Creative Agency: Publicis Credits: Mindshare Malaysia — Mindy Chai (Senior Executive), Audrey Low (Associate Director), Esther Loke (Executive), Yvonne Tan (Senior Executive), Christine Poe (Manager), Cindy Chia (Director) / GroupM Malaysia — Allison Chin (Head of Trading)
Challenge
Maggi’s vision is to inspire Malaysian mothers to cook for their families everyday, but not many know of its wide range of cooking products. The challenge was to showcase Maggi’s entire range of products and cooking demos that go beyond the conventional 30-second TVC.
Solution
Major festivals such as Chinese New Year and Hari Raya are important but chaotic times for mothers, as they will spend a lot of time cooking; they are also most receptive to recipe ideas during these periods. Upon discovering that Astro was in the midst of shooting a CNY program featuring valuable tips on preparing for the celebration, we pitched an exclusive Maggi cooking segment for all nine episodes.
Execution
We own a 6-minute Maggi segment for all nine episodes to showcase the breadth of MAGGI cooking products through the seamless product integration. In return, we offered our MAGGI recipes and expertise. For maximum on-air exposure, we produced short cooking demonstration vignettes from the program and aired as promos in other channels. The negotiation resulted in RM1, 000,000 worth of product usage shots, RM1,000,000 value of MAGGI exclusive vignettes and RM450,000 of product promos.
Results
Total branding value of RM2.45mil and 700% ROI was achieved! Total Maggi Seasonings achieved an all- time high growth of 50% compared to past year and +13.3% increment compared to a month ago. Brand imagery was on top at 80% (40% ahead of our next competitor).
