Creation and Iteration of a Landing Page

How a Feature Helped Address a Crisis in Colombia

MAGGI • 2020

MY ROLE

Product Designer

KEY ACTIVITIES

UI Design

Visual Design

Art Direction

Prototyping

OVERVIEW

“Mercadazo Maggi” is an annual promotion that offers participants the chance to exchange Maggi product sachets for a complete basic food basket. Each year, the promotion uses a communication strategy that includes traditional advertising, digital media, and point-of-sale actions. In 2020, the promotion’s dynamics had to be adjusted to meet the needs imposed by the global pandemic.

Objectives

Adapt to the context of a global emergency.
Facilitate consumer participation.
Ensure safe and direct prize deliveries.
Maintain brand engagement and relevance.

Visual Identity

I followed the brand’s visual identity, which has been classic since the 1980s, created a key visual for the promotion, and adapted it for the landing page.

Challenge

Using the traditional physical exchange points for the promotion was impossible. With the campaign already approved, the marketing team restructured the prize delivery logistics, and I reworked the campaign’s communication so that consumers would receive their purchases at home.

Solution

The quickest way to adapt the promotion was by integrating the exchange mechanism with WhatsApp, allowing consumers to remotely request the delivery of the food baskets. The logistics partnership with Servientrega was expanded, shifting the focus from physical collection points to direct delivery service, ensuring greater safety when exchanging sachets for a complete food basket.

Marketing Campaign

The brand created #emcasamaggiteacompanha as the concept to frame the entire new communication. I built an integrated campaign that highlighted the new promotion mechanics and reinforced Maggi’s commitment to meeting consumer needs during this period.

Impact

By exchanging sachets for a complete grocery purchase, Maggi helped mitigate the crisis’s impact for 34,000 families across the country. No one anticipates facing a global health crisis during a project launch. With the landing page, WhatsApp integration, and Servientrega’s delivery network, consumers no longer depended on physical locations or in-person interactions to enjoy the benefits offered. In the context of the pandemic, that year’s promotion achieved the highest participation in it’s history.