The document describes a proposed digital campaign called "Maggi School of Happiness" that teaches people how to cook meals to make their families happy. The campaign consists of 3 semesters, each focusing on cooking for a different group (husband, kids, guests). Participants will learn recipes through videos and images posted weekly. At the end, there will be a contest where participants take photos of their happy families eating the cooked meals and fans vote on the best photos. Winners will be celebrated at an event. Additional engagement will be driven around the TVC through online discussions and contests.

1. Digital Campaign
MOHAMED
OWEDA

2. “If you make them happy, you’ll be happy”

3. Maggi School of Happiness

4. Imagine an online
school that provides a
3 semesters
course on how to
make people happy
through the food you
cook .

5. The curriculum of each
semester is designed
especially to target whom
you are cooking for..

6. Your husband..
your kids.. and your guests ..

7. One week for each semester to
make them all love your food..

8. love eating at home..

9. and love you..

10. STRATEGY

11. Cook for them what they love
to eat out..

12. but add your unique touch..

13. and..

14. a little bit of Maggi
Innovations..

15. Ready ???

18. Insights

19. CAMPAIGN ELEMENTS
The Announcement
The Semesters
The Exam
The Prom

20. The Announcement
These posts will mainly focus on the campaign
idea and will be posted before the campaign
launching to attract the audience.

21. The Semester
This is the campaign core where we post our
content.
We suggest 1-2 videos and 7 image posts per
semester(1 week) to cover the desired theme.

22. Sample Post
Semester 1
الكشرى البيتى
هذه الوصفات غير دقيقة و مكتوبة لإيضاح الفكرة فقط

24. Sample Video
Semester 2
الشاورمة البيتى
هذه الوصفات غير دقيقة و مكتوبة لإيضاح الفكرة فقط

25. 1 2
-Video recipe in 30-60 sec
-Female’s hands only
-Kids happily eating

26. 3 4
-Close up on a kid’s happy
face.
-The Maggi product beside the
final dish with a female
voiceover
طول ما الأولاد مبسوطين أنا مبسوطة..
أنا وماجى والأولاد..والأكل البيتى ألذ..

27. The Exam
” عملتى إيه لجوزك وأولادك أو فى العزومة بماجى وطلع ألذ من
أكل بره ؟؟ صوريهم وهما بياكلو بس بشرط يكونوا مبسوطين “
This is the contest at the end of the campaign.
Photo contest in which all the participants will
capture the happy reactions of their family
members while eating the food they learned to
cook from the 3 weeks program. Fans will vote
for the top photos.

28. ” أنا عملت للأولاد شاورمة أحلى بكتير من
اللى بياكلوها بره .. شكراً يا ماجى“

29. The Prom
We will celebrate with the top participants and
give them incentives.
The event photos will be posted on the wall of
our Facebook page.

30. COMING SOON…

32. TVC ENGAGEMENT

33. To increase the reach of the
TVC, we will make
conversations, contests,
questions and answers around
some screenshots and video
parts taken from
the original video.

39. THANK YOU