Maggi: Sampling Booth From Hell

Credits & Description:

Company Entering: Govt Singapore, Singapore
Brand: Maggi
Advertiser: Nestle Singapore
Agency: Govt Singapore, Singapore
Executive Creative Director: Aaron Koh
Creative Group Head: Katherine Khor (Art)
Copywriter: Sean Lee
Art Director: Zac Tan
Account Director: Anand Daniel
Account Manager: Sarah Yap
Account Executive: Yilin Goh
Film Production Company: Content Curator, Singapore
Director: Eddie Tyler Wong
D.O.P/Cinematographer: Jimmy Fok
Soundman: Kevin Wee
Art Department: Aloysius Norman Benjamin
Film Producer: Elizabeth Wong
Hair & Make-Up: Jacintha
Food Stylist: Jazreel Chan
Post-Production Company: Content Curator, Singapore
Editor: Wong Kin Ching
The Brief:
Create Awareness In Singapore For The Launch Of Maggis New Instant Noodle Variant, Hokkien Char Mee – A Local Noodle Dish Famous For Its Delicious Dark Sauce.
The Strategy:
Bringing The Noodles’ Dark Sauce To Life, We Created A Dark, Urban Myth That Launched During The Hungry Ghost Festival – A Chinese Tradition Where The Dead Are Believed To Walk The Earth. Feeding On Local Superstition And A Timely Fascination With The Supernatural, We Attracted A Demographic That Far Exceeded Our Target Audience Of Singaporeans Aged 20-35. Like Any Modern Urban Myth, Our Campaign Began On Social Media (I.E. Facebook) And Spread Online (I.E. Online News Sites). Coinciding With The Pokemon Go Craze, Conditions Were Ripe For The Scaring, As Many Stayed Out ‘Hunting’ On Their Phones Till Late.
The Execution:
In An Era Of Shocking Videos And Sensational Footage, Our Amateur Car-Cam Ghost Sighting Took Singapores Online Culture By Storm. Documenting One Couples Pokemon Go Trip Gone Wrong, They Encountered A Creepy, Old Lady Selling Noodles In The Middle Of A Derelict Carpark At Night. First Released On Our Talents Personal Facebook Account, The Video Got Picked Up Organically And Circulated On All Of Singapores Major Social Pages And Local News Sites. At The Height Of Social Frenzy, Maggi Owned Up To The Stunt With A Reveal Video Posted On Their Facebook Page, And The News Spread Even Quicker.
The Result:
In Total, Both Videos (I.E. Cam-Cam Ghost Sighting, Maggis Reveal Video) Garnered An Organic View Count Of 2.9 Million, Generating A Reach Of 5.9 Million (In A Country Of 5.7 Million), Collecting Just Over 89,000 Engagements. The Campaign Also Triggered A 188% Increase In Sales, Moving 1652 Units Of The Product Within A Week As Compared To 572 Units Prior To The Campaigns Launch. The Publics Response To The Campaign Was Overwhelmingly Positive, Winning Over The Hearts And Minds Of Singaporeans, Strengthening Maggis Position As Singapores Favourite Instant Noodles Brand.