Maggi Fusian noodles launches new digital campaign and competition via MercerBell

The campaign was designed to provide an “always on” digital presence for the brand, and to go beyond the “like” to forge an enduring link between the consumers and the product. YouTube and online ads will support the Facebook campaign.

David Bell, MercerBell ECD said the campaign will tap into the audience’s preference for “customising” the content they find online.

Says Bell: “We designed the Fists of Fusian campaign to encourage consumers to interact with the Maggi Fusian brand, to create their own story and experience the taste of adventure the brand conveys. Our target audience has a tendency to mash-up, auto-tune, re-caption and otherwise change whatever content they like. We are tapping into that instinct,” Bell said.

Nestlé asked MercerBell to develop a digital campaign to not only drive awareness of Maggi Fusian but do so in an engaging way. With the brand proposition from Publicis Mojo, “A taste of adventure in the everyday”, and the tagline, “Eat the Noodle, Live the Noodle”, MercerBell wanted a digital campaign to give consumers a journey away from their everyday.

Says Luke Gibson, brand manager at Nestlé: “This is a very exciting use of social media for Maggi Fusian and the perfect channel to engage our core consumers. MercerBell has combined creative and technical expertise for this campaign which is the first significant support for Maggi Fusian in the social media space since it launched a year ago.”

The campaign launched in June and will continue over the next 12 months, with monthly prizes of Maggi Fusian product and grand prizes of two trips to Vietnam.

Client: Anna Czarnocka, Marketing Manager, Nestlé, Michael Karakatsanis, Marketing Manager, Nestlé, Luke Gibson, Brand Manager, Nestlé, Yuliya Tarasenko, Brand Manager, Nestlé

Sound Design: Smith & Western