Retail Activations
Case Study
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Maggi, known for bringing the essence of nature into your kitchen, offers a range of easy-to-prepare, delicious products that make home cooking a breeze. When the brand secured a dedicated space inside Carrefour at Mall of the Emirates, it faced a unique challenge: engaging shoppers in a low-traffic area and highlighting the 'From Farm to Fork' campaign. This space, designed with shelving and a counter, needed strategic creative elements to amplify each product category and make the shopping experience memorable.
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Understanding the environment was key to designing a solution that would turn a quiet corner into an immersive experience. First, we identified the shopper profile: a routine-driven, task-oriented individual who knows exactly what she wants and takes her time to navigate the store. This insight led us to create an experience that was both visually engaging and functionally relevant to her needs.
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The concept was built around creating a natural, inviting atmosphere that transported shoppers from the supermarket aisles to a more intimate, homely space. Every corner of the exhibit was designed to tell the story of Maggi’s products—from the origins of the ingredients to how they can transform meals at home. By combining the brand’s essence with clear communication of product benefits, we ensured that shoppers felt connected to Maggi’s philosophy: “Made with Ingredients You Know and Love”
The Shopper Journey
Drawing the Shopper Into the Experience
Offering something beyond just another shopping trip, we transformed the space into a dynamic showcase of Maggi's product offerings. We used earthy textures, soft lighting, and welcoming visuals to transform the area into a space where shoppers felt inspired to explore.
Highlighting Maggi’s Product Range
With clear signage, product storytelling, and inspiring dish visuals, we helped shoppers envision how each product could become part of their everyday meals, deepening their connection with the Maggi brand.
Making a Meaningful Brand Connection
To bring the experience to life, we introduced an engaging challenge: the "Recipe of the Day." Shoppers were invited to match ingredients to the recipe, and to complete the challenge, they needed to visit Maggi’s website to confirm their ingredients. If they got at least five right, they earned a prize. This not only encouraged shoppers to interact with the brand online but also sparked curiosity about new recipes they could try at home.
The Takeaway: A Lasting Connection
To make the experience memorable, we added a fun "Spin the Wheel" prize giveaway. After completing the recipe challenge, shoppers could spin the wheel to win prizes like branded tote bags or kitchen essentials. This surprise element not only reinforced the Maggi brand but also gave shoppers something tangible to remember. The engaging takeaway helped create a lasting connection with the brand, ensuring the experience stayed with them long after they left.
