Maxim’s Little Girl – all grown up

One of the most memorable CNY ads of last year was the Maxim’s spot – and everybody remembers the cute girl in red with her big eyes and “doll-like” face.

This year the adorable character has become mature in tandem with the campaign itself. With the help from Turn Creative and Turn Plus, the fast-food chain has put on a pretty face to represent a deeper brand value – serving – on a more holistic approach for a multi-channel customer engagement to kick-start the New Year.

Maxim’s CNY campaign 2014:

Spanning television, OOH, print, social media and mobile executions, this year’s festive campaign aims to yield the same enjoyment from last year’s heartwarming ad of the adorable “Maxim’s Little Girl”, a concept that brought the company double-digit growth in sales last year.

“The concept was a breakthrough for us,” said Eve Leung, senior marketing manager at Maxim’s.

“The ad has successfully solidified our brand presence to make Maxim’s at the top recall position in consumers’ mindset when it comes to festive delicacies.

“We are reaching the next stage this year, focusing on a brand value – serving – with our endorser to make a festive cake by herself, and fill the ad with a happy and joyful ambience to echo what CNY can bring to consumers.”

The traditional activities are complemented with a set of three viral videos on social media to demonstrate hand-made food creations using Maxim’s CNY products. The arresting visuals are designed to encourage audiences to take part in a mini game that asks people to name Maxim’s CNY treats.

The first clip has grabbed some 5000 views followed with 260 entries for the digital game in a single day.

A set of thematic Emoji for Facebook:

“Every year CNY products in the market are so much alike. But we try to use different gimmicks and initiatives to engage customers and to tell brand differentiation. We hope that when it comes to CNY treats, they think of us.”

One of the greatest challenges, she added, was to catch the festive season with a standout ad with limited time.

“CNY is a highly competitive and challenging season with a lot of players. At Maxim’s, we don’t believe in pushing too hard for products in ads, but more in building brand presence in the minds of consumers.”

Leung adds marketing budgets on digital execution have been growing year by year. The company has put a bigger chunk of its budget in digital on top of a 10% increment in overall budgets because of multi-channel engagement concerns.

Agency: Turn / Turn Plus
Creative: Tony Hon, Kaki Lo, Waiwai Chan, Bonnie Chow
Social Media Team: Rudi Leung, James Chu
Film director: Eric Tong
Photographer: Kaon
Production: Ming Sum

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