Product
A new range of Maggi Pot Noodles with exciting new flavours: Asian Beef, Indian Curry, Laksa
Challenge
Maggi wanted to get teens to experience the new flavours when they are with their peer groups and in an environment where the HHS could receive a voucher. Noodles needed to be sampled hot without blowing the budget.
Solution
InWaiting created an innovative way to get sports clubs to sample the noodles hot to their teen members.
A fundraiser concept was developed to enable sports clubs to sell the sample pots of noodles as a fundraiser. In doing this Maggi was able to have club staff and volunteers make up and sell the noodles without Maggi haven't to fund promotional staff.
Netball and soccer were primarily chosen because of the winter timing of the campaign and the campaign was not able to be run in schools.
Sports clubs were recruited according to their sizze, ability to run the fundraiser on the dates specified and agreement to run the fundraiser only when children over the age of 13 years were playing.
The sports clubs received enough noodles for selling over 4 weekends and materials to promote the fundraiser, including: banners, table talkers, flyers, vouchers and copy for online newsletters. Many clubs also promoted the campaign over their loud=speakers.
Results
Online research was conducted with the clubs after the campaign as well as interviews with those eating the noodles.
The target number of pots were sold over the campaign with over $30,000 going to support sports clubs. The clubs loved the campaign with over 93% wanting to run it again.