| Title | MAGGI ADWORDS RECIPES |
| Brand | NESTLÉ |
| Product/Service | NESTLÉ MAGGI |
| Category |
C01. Online Ad |
|
Entrant
|
PUBLICIS PIXELPARK Frankfurt am Main, GERMANY
|
|
Idea Creation
|
PUBLICIS PIXELPARK Frankfurt am Main, GERMANY
|
|
Media Placement
|
AD AGENTS Herrenberg, GERMANY
|
|
Additional Company
|
NESTLE DEUTSCHLAND Frankfurt, GERMANY
|
Credits
| John Phillips |
Publicis Pixelpark |
Creative Director |
| Alphons Conzen |
Publicis Pixelpark |
Art Director |
| David Emmer |
Publicis Pixelpark |
Creative Director |
| Steffen Bärenfänger |
Publicis Pixelpark |
Executive Creative Director |
| Roland Vanoni |
Publicis Pixelpark |
Chief Creative Officer |
| Jan Koehler |
Publicis Pixelpark |
Copywriter |
| Jan Leister |
Publicis Pixelpark |
Agency Producer |
| Julia Layton |
Publicis Pixelpark |
Account Manager |
|
ad agents |
Media Agency |
| Franca Herwig |
NESTLÉ |
Client |
The Campaign
Maggi is Germany's No. 1 food brand for smart and everyday cooking solutions.
To prove this, we helped thousands of Germans in their daily desperate search for one answer: „What do I cook today/tomorrow/for my kids etc.“
Offering direct answers to the most frequent cooking search phrases by displaying complete recipes directly in Google AdWords.
Reinventing the use of a given format and purposely using the limited ad space of Google AdWords to convince the customers with quick and easy MAGGI recipes, without clicking a single link.
With just one Adword recipe on a single cooking search phrase, we succeeded into 49,500 impressions a month. So each additional Adword recipe a frequent search phrase helps thousands of people every day in their desperate search.
Creative Execution
MAGGI AdWords Recipes uses data and its possibilities in a whole new way:
The data of the MAGGI recipe database was directly connected to Google AdWords in response to the Google search data.
Thereby people no longer receive an advertising copy in Google AdWords but a full recipe, when they enter a question on what to cook.
With just one Adword recipe for one single cooking search phrase in Germany, we succeeded into 49,500 impressions per month.
So each additional Adword recipe on a frequent search phrase helps more than thousands of people every day with their desperate search, proving that MAGGI is the No. 1 German food brand when it comes to smart and everyday cooking solutions.
From teenagers to mothers that search for recipes and inspirations online every day, our specific aim was to offer them the fastest possible answer to their search for recipes and thereby also reminding them of MAGGI as being Germany´s No. 1 food brand when it comes to smart and everyday cooking solutions.
Google offers a wide range of data connected to search phrases.
We therefore identified the most common search phrases on what to cook and checked them as AdWords Banners.
In a next step we used the Google search data and connected it with the MAGGI recipe database.
The result: Complete recipes fully displayed directly in Google AdWords as perfect answers to people´s search phrases on what to cook.
We thereby created customized solutions for the target group within an existing behavior and format without requiring them to change their behavior.