As being market leader in culinary category, in 2023, Maggi Soya Sauces wanna continue reinforcing the Product’s superior benefit which deeply educate consumers about their Natural fermentation in 100days under 300C process. Thus, continuously converting new consumers and hyping up currrent consumers at the same time.
The idea highlight the creation of a bottle of Maggi soy sauce with exceptional quality. It requires undergoing an absolutely perfect process: precise 100 days for fermentation, maintaining a temperature of exactly 30 degrees Celsius, without any deviation.
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By using reversing treatment to tell perfect timing story, and with authentic and organic contexts to attract consumers eyes and build a strongly beliefs about Product Natural RTBs.
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Continue the campaign we encourage user to cook stew dishes with Maggi Soya Sauce through a digital engagement
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Housewives often believe that each region has only a handful of basic stew dishes with limited variations in cooking methods.
However, in reality, with a wide range of local ingredients available, we can unleash our creativity and create an abundance of unique stew recipes.
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This year, Maggi is offering a chance for housewives to discover hundreds of local ingredient-based stew recipes, allowing them to infuse their meals with distinctive flavors and bring a refreshing twist to their cooking.
User flow
1. Homepage
2. Choose a local to explore
3. Tap continuously to discover the treasure inside
6. Submit users' local recipes to win bigger prizes.
4. Receive the treasure (local stew recipe/prize/vouchers...etc)
HaNoi treasure​ :Van Dinh duck
​Van Dinh duck stewed with asparagus and Maggi soya sauce
my stew recipes
​Salmon stewed with soya sauce
7. Treasure of stew recipes hub submitted from users
A microsite allows users to pick a province to discover its treasure, user can easily dig the local treasure to discover surprising stew recipes from that province’s local ingredients. Also, you can dig out real big prizes and the whole recipes hub. What a delicious treasure hunting!!
