Maggi drives sales of its recipe bases with dispensing panels via oOh!media + Periscope
Maggi’s latest ‘You and Maggi Cooking Up Fresh Ideas’ campaign to promote its new contemporary flavours has been boosted through a first in New Zealand – retail advertising panels that dispense a discount coupon for the range.
The dispensing ShopaLite technology – an initiative of retail advertising leader, oOh!media – features a button on the advertising panel that, when pressed, gives the shopper a coupon to receive a discount off the purchase of Maggi’s recipe bases range.
The three specially built panels stand out in shopping centres across New Zealand and are part of a much larger six week oOh! Retail campaign with the potential to deliver more than six million New Zealand shopper contacts.
Says Brendon Cook, chief executive officer, oOh!: “This is a New Zealand first and a classic example of how engagement with consumers can directly drive sales.
“oOh!s innovative dispensing ShopaLites are designed to encourage interaction between shoppers on the path to purchase. The shopper simply presses a button and receives a discount coupon which can then be easily redeemed within the supermarket.
“These ShopaLites allows us to measure the success of the campaign. We can see how many coupons were dispensed and the exact number of shoppers who went in store to purchase.”
Says Christian Thomas, Maggis brand manager: “We were looking at a way to encourage shoppers to try our new contemporary flavours and partnering with oOh! has done just that.
“A simple press of a button on these ShopaLites puts our brand into shopper’s hands right before they walk into the supermarket. It’s great for stimulating sales. You can’t get better than that.”
The coupon dispensing ShopaLites were created especially for Maggi and a national, static ShopaLite campaign will support the voucher dispensing campaign.
The coupon dispenser units can be seen on ShopaLites running from 20 April 2015 for two weeks at Sylvia Park, Northlands and Botany.
Campaign: You & Maggi Cooking Up Fresh Ideas
Client: MAGGI
Creative Agency: Periscope
Media Agency: Mediacom
Media and Production: oOh!
3 Comments
Bloody brilliant. Great to see someone pushing for real innovation on big ideas like this!
this is going to flip the advertising world on its head. glad we got to hear about it.
Cool idea but coupons? Are we in america? Who uses coupons. We expect a discount at the shelf, no hassle. Perhaps a recipe brochure would have been more valuable. With a discount attached, likely to drive higher engagement AND give you something to ‘measure’.