Negeri Paling Berapi

Agency

GEOMETRY GLOBAL SDN BHD

Client

MAGGI

Product/Service

MAGGI Pedas Giler

Brief

MAGGI® Pedas Giler was on the verge of losing Malaysians. Sales dropped. Engagements declined. Only 10 people participated at our last event. We were invisible. Insignificant.

We could’ve played it safe. Give out discounts. Wait it out. But we did what no brand dared to do. We turned our product into a weapon and started a war.

Solution

Malaysians are united in sports, food, culture.
But they are divided when it comes to naming the spiciest state in Malaysia.

Their state prides clash. They argue over spicy state supremacy.

So we pitted all 14 states to fight for the title of Negeri Paling Berapi (Spiciest State).

How? By eating and sharing a bowl of MAGGI® Pedas Giler online. One bowl, one point.

Our KOLs didn’t just announce it. They triggered everyone’s state pride.They were the batu api that lit the spark.

We launched the war on IG and TikTok, and stoked Malaysians’ pride with weekly leaderboard updates. On ground, we took the battle to 3 universities, and publicized the showdowns for all to see.

The result:
Participation increased by 50 times vs brand average!
Malaysians watched, shared, followed MAGGI® Pedas Giler like never before.
22,000,000+ views.
60,000+ engagements.