CAMPAIGN SUMMARY

Utilizing owned channels of Maggi (including their

SHAKE IT PHASE 2: BOOMING
“Shake It” game on Maggi website
Website, Facebook and YouTube) and other channels,
we want to create an interactive social movement for our “Shake It” focuses on two phases of the cooking process:
target women to feature their daily cooking in an Cook and Share. Women can play this cooking game by
enjoyable and excited way; in order to encourage them using two actions BURNING and FLIPPING to finish the
to have more love for their daily cooking. challenge of Maggi. After playing the game, women will be
encouraged to share their results, which are wonderful set of
CREATIVE INSIGHT meals, on the social media (Facebook, Instagram and Zalo)

Vietnamese women are really patient with cooking, as

Facebook & Zalo challenge
they know that home meal is the time for family
On the social media, the challenge will be spread out using
members to gather together, share their daily stories
Facebook story, Facebook ads and Zalo ads, will encourage
and strengthen the relationships. However, due to
the women to click into the website of Maggi.
busy life working and difficulty in spending time for
cooking, many women has felt that cooking at home is
PR
a tedious task and no longer considered it as an
Using popular news website (vnexpress, kenh14, 24H, Zing,
exciting experience.
etc) to let more people know about the movement for women
and encourage them to try “Shake It”.
SOLUTION
We found out that there are 64% of Vietnam
population using mobile platform to surf the Internet
HOW DOES IT WORK? PHASE 3: SPREAD THE EXPERIENCE
and more than 84% of Vietnamese people are using Offline Event
smartphone for playing video games. Therefore, we PHASE 1: BUZZ “Shake It” will be turned into a virtual reality game and
want to enhance the experience of women by brought to public places (such as big malls, supermarkets or
featuring their cooking task in a dynamic and exciting Trigger the curiosity of people by releasing normal markets). Women will be invited to compete against
video game, with the main actions are burning the videos of famous moms (such as Elly each other in the game and all participants will receive gifts
food (tapping on the screen) and flipping the food Tran, Ho Ngoc Ha, Ha Ho, Xuan Lan, from Maggi products.
(shaking the phone). Truong Ngoc Anh, etc) excitedly playing
“Shake It”. After finishing the challenge,
Introducing “Shake It” game, an interactive
they get a message saying “Cooking is PHASE 4: EFFORT APPRECIATION
movement of turning daily cooking into a challenging
time-consuming and difficult, but it In the final phase, we will release a short video showing the
journey, by using simple actions to finish a delicious
doesn’t mean you can’t make it become appreciation of family members to the strenuousness of
meal. Our message is:
an enjoyable moment”. They will moms’ daily cooking. This video is also a thank-you of Maggi
- Cooking can be an enjoyable experience.
challenge every moms who are bored with to all the moms who have trusted using Maggi products, and a
- By making it fun to play, women are encouraged
their daily cooking task, to participate in promise for keeping up with the good service in the future.
to add in their daily cooking task exciting moments just
the movement of finding enjoyable
like in the game. From that, homecook meal can
experience in cooking.
become more meaningful.