For Maggi Oyster Sauce's 'thick is rich' strategy, we created veggie characters and a classic TV jingle to reinforce the RTB and create brand awareness.
We created a deliberately naive visual style, a mix of photography and illustration, to break through the clutter of branded food photography and used Thai wordplay to convey the slyly subversive message.
And, then we launched OCCUPY STIR FRY, a three phase social campaign about stir fry ingredients on the verge of revolution.
The stakes were quite high given that word 'revolution' is punishable by Thai law!
The results after less than 6 weeks:
(the Thai FMCG average is .75!)
over 5 million reach
46 million total impressions
3% click through rate
And the business results were through the roof:
+141.5% sales uplift YTD May’15.
ROI for TVC for a 4 week period was 0.5, while the digital campaign delivered 1.6.
Off take performance for digital (independent of TVC) increased by 230% vs. the period before campaign launched.