With Maggi’s brand proposition ‘Happiness is Homemade’ they wanted to connect with millenials through online content.
Behavioral insights showed extremely high engagement with apps that connect people amongst this demographic.
The idea is to enable people to choose a ‘blind’ date by what they are willing to cook for them.
Beyond building and launching the app the intention was to create episodic Youtube content based on the food and dating premise. It would also have generated PR and social media content etc.
Watch the concept film.