2015 | Finalist | Best Use of Activation / Events
Advertiser: Mission Foods South Asia Brand: Mission Tortillas Chips Creative Agency: - Credits: -
The Challenge
We had to disrupt the potato chip monotony through an engaging and targeted experience of Mission Foods’Tortilla chips. Our targets were students and white collar working men.
Insight, Strategy and the Idea
Insight: Our field work showed that Mamak’s are used to ‘Macam Biasa,Lah’ type of orders BUT they are open to variety in the menu to excite patrons. Fusion always works as variety.
Strategy: We tapped into this unmet need of the Mamak’s by giving them the ‘ammunition’ to spice up their fare through Fusion Food! Idea: We took the international crunch of our Tortilla chips and combined it with local sauces at select Mamaks as a unique fusion food
Media Execution
We mapped the busiest Mamaks against the product’s distribution and selected 7 Mamaks in KL.We were met with resistance but when we offered to time it with the FIFA WorldCup AND give them a chance to spice up their menu AND build surround sound around it-they agreed to support us in this unique fusion festival!We recreated a mini football stadium inside the Mamaks with goalposts,cheerleaders, music and dance,tables with chips baskets,and merchandise that they could take home.It was fusion of Malaysian and Mexican food at it’s best–consumers sampled Tortilla chips with satay sauce,dhal,curry& mint sauce.To make it engaging we introduced a trivia contest that allowed the consumers to win food vouchers for the Mamak which ensured they stayed on.Everyone went home with positive memories.The Mamak staff were given aprons,special baskets for the chips and merchandise that they could keep,the consumers and Mamak owners were delighted by the surprising change in ambience and menu OVERNIGHT!
Results and Effectiveness
It was a win-win partnership. We generated at least 30% more trials compared to the estimate from regular media buy. An average of 4 packets/table were sampled which was 2X the usual rate. Footfall for our Mamak partners also increased by 10%.